FujiFilm FinePix Real 3D W3 - Manual (Page 10)

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23 rd SEPTEMBER 2010
Day Three
world of imaging
2010
Hasselblad 200 MP camera for 2011
release; Ferrari special edition on display
H
asselblad announced new models
yesterday at its Photokina 2010 press
conference. Chairman Larry Hansen
lead the honours in introducing the new
CFV-50, the Hasselblad Ferrari edition (H4D)
& the 200MP device (for early 2011).
Peter Stig Nielsen, Director of Product
Development, spoke about the technology
used in these new and upcoming products in a
simple yet detailed manner.
The niche market camera manufacturer,
which has gone through the doldrums in the
last few years, appears to be pulling through.
Large format DSLRs are tough competition
and considering it is a niche market with high
stakes, Hasselblad is gearing to build up and
consolidate its position.
“The first eight months of this year
have been profitable,” said Larry Hansen,
Chairman, Hasselblad. Hansen spoke at
length about the manufacturer’s drive to
internationalise the company’s reach and
processes, having gone in for rearranging
market strategy.
Hasselblad introduced the CFV-50,
adding to the classic V-series line-up of
cameras that have had a successful run. The
CFV-50 complements the CVF-39, featuring
dual capture modes- full sensor capture
(50MP/39MP) as well as classic square
capture (38MP/29MP). The CFV-50 has a 64
second exposure time. With Hasselblad’s NCS
colour system, true colours are maintained
with this camera that has an ISO range of
50-800.
In the medium format category, to-be-
launched 200 MP camera will have a sensor
that shifts a minute distance and allows pixel
density to go up. This extended multishot
camera will have the same body as the
H4D-50MS. While the H4D-50MS (Multi-
Shot) takes 20 seconds to capture, the new
addition to this series will do so in 30 seconds.
This is perfect for automobile, still life,
jewellery photography etc., making it a perfect
camera for product photography. Though the
30 second capture time puts spokes in the
wheels for other kinds of photography, but
then, they are optional. Existing H4D-50MS
owners can send their cameras in for an
upgrade to the 200 MP level.
The company also announced two
new lenses in the same breath, to offset
compatibility issues of older lenses. The jump
is resolution and distortions, etc. due to an
incompatible set of glass has had Hasselblad
announce the New HC Macro 120mm-II and
the New HC 50mm-II. Both these lenses suit
the requirements of a 200 megapixel sensor,
having gone through a complete overhaul of
Peter Stig Nielsen, Director, Product Development, Uwe Moebus, MD, Hasselblad Germany, Chris Russel-
Fish, MD, Hasselblad UK and Larry Hansen, Chairman, Hasselblad
optics, improved Modular Transfer Functions
or MTF (to ensure equitable regional
brightness variation of the subject and
contrast preservation), improved close range
performance etc.
Yet another announcement was for the
new electronic leveling tool for the HTS 1.5
Tilt/Shift Adapter, allowing for tilt correction
on the screen itself, “just like in an aircraft,”
as explained by Nielsen.
It is quite apparent that Hasselblad
looks to expand into the outer reaches of its
markets, with the introduction of the H4D-31
medium format DSLR. It is purported to serve
as an ‘entry point’ camera for medium format
DSLR users.
Phocus, the workflow management and
photo editing software by Hasselblad, is
being introduced as an iPhone, iPad and iPod
application as well. The new Phocus Quick
is another version of the same software, an
uncomplicated version of the same allowing
for seamless and quick transfer and editing of
images.
The limited edition Ferrari Hasselblad,
inspired by the both of these iconic brands,
was released as well, cast in a new Ferrari
red. 499 units of the same will find their
way to collectors & Hasselblad and Ferrari
connoisseurs.
You can check out the manufacturer’s stall
at Photokina and try your hands at shooting a
Ferrari and much more.
Arindam Mohanty