Dunno if the K10 is like my Canon XT, but have you tried switching your shooting mode to full manual or fully automatic? On my XT, if I'm in Av mode, the default assumption in the programming is that I just want fill flash--something to get up to the same level as the ambient lighting. Not overpower it.
In full Auto or P (programmed auto) mode, the assumption is I want the flash to overpower ambient and be the main source of light. And in Manual, of course, you can set whatever the heck you want.
Then, there are the modes on the flash. If you're using some form of TTL metering, it may be just trying to balance out the ambient. If you're in Manual mode, you can adjust the light output by the power level, and the spread of the light through the zoom.
At least that's how it works with my XT and my 580EX.
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