CineD was exhibiting at CP+ 2024 and had the opportunity to interview Toshiyuki Tsumura, Managing Executive Officer and General Manager of Panasonic’s Imaging Business Division, and we received some insight into the brand’s moves regarding cameras, lenses, and upcoming new products. Ta. A fusion of the consumer and professional sectors.
Panasonic users are looking forward to the release of new lenses and cameras, especially after the company announced the merging of its professional and consumer divisions. New versions of LUMIX S1 and S1H could be coming soon. We’ll find out in the coming months. If that’s any clue, B&H launched an insane discount on his LUMIX S5II, including his LUMIX S 85mm, a few days ago.
Panasonic’s new lenses and new plans
The Panasonic booth at CP+ has the theme “Colors of LUMIX: Find your color” and will be selling the S5 series S5II and S5IIX, the recently released full-frame lenses (100mm macro, 28-200mm zoom), and the G series G9II. At the booth, we set up a color-themed seminar stage and workshop, as well as a space where creators can use the real-time LUT function.
When asked about the new product “LUMIX S Panasonic 28-200mm F4/7.1 MACRO OIS Superzoom” during the interview, Tsumura said, “This brand wants creators to experience a wide range of focal lengths with different lens sizes. “There is,” he said. Standard single focus lens. The 28-200mm uses aspherical lens technology to make the optical system more compact, making it the smallest and lightest high-magnification full-size zoom lens. Its portability and wide focal length make it ideal for users looking for a kit lens that can be used in a variety of situations.
Panasonic is focusing on expanding the LUMIX S series of lenses, and we asked Mr. Tsumura about the reason for this decision. Since the S5 series was so well received, the brand wanted to develop a lens line to match his small S5 body, offering a high level of performance while being small and lightweight. The LUMIX S 100mm macro lens, launched in February, fits these characteristics with a weight of just 298g/0.65lb.
Based on the philosophy of “always walking alongside creators,” we go beyond the boundaries of photography and video and grow together with creators. In that sense, Mr. Tsumura points to the real-time LUT function, which was first installed in the S5II, as a tool that breaks down the barrier between photos and videos and expands the needs of creators beyond the traditional Panasonic picture profile.
The cameras are full frame and Micro Four Thirds.
We asked Mr. Tsumura about the reputation of LUMIX G9II, which came on the market with outstanding features and PDAF, and whether its popularity had an impact on the sales of LUMIX GH6. In his own words, G9II sales are stable for photography users and hybrid users. At the same time, GH6 remains popular thanks to its video capabilities and codec options even after the release of G9II. The company views these cameras as tools with different personalities and target audiences.
As you know, we recently published a survey on Panasonic’s full-frame and MFT cameras. In that regard, when asked whether it makes sense to continue with the MFT line rather than focusing on the successful full-size, Mr. Tsumura said that it is important to meet the needs of a wide range of customers by providing options. The answer was that it was the company’s strategy. on both mounts. According to him, MFT cameras offer quality while expanding usage scenarios. For example, for hikers and mountaineers, the combination of the G9II and 100-400mm allows super telephoto shooting at 1600mm. Achieving that focal length with a full frame camera would be much more difficult from a weight and investment standpoint. The value of MFT cameras is that they can provide these experiences more easily than full-frame models.
Built with creator integration and collaboration in mind
As Panasonic’s business manager, Mr. Tsumura has integrated the professional and consumer divisions to work closely together. This decision comes as the world of consumer and professional photography and video is becoming borderless. The same goes for equipment, and by integrating the two divisions, it will be possible to make new proposals for both customer groups and the new needs that arise between them. This philosophy is strengthened by increasing the number of partners and cooperating with other brands such as LEICA.
Panasonic’s motto is “Motion. Photography. Perfection.” Responding to the eradication of the barrier between video and photography. Panasonic provides gear that is more valuable than any other system, and allows creators to change the individuality of their work depending on the situation. We hope to offer users creative freedom in both areas.
Panasonic interview – A word about the future
I relayed inquiries from my followers about the possibility of releasing a successor to the EVA1 camera and the continuation of the Varicam camera line to Tsumura-san. Tsumura said the brand listens carefully to customers and understands market needs, but he did not mention any specific cameras.
As for the collaboration between Panasonic and Leica, the first results can be seen in the S5II series and G9II, which feature Leica’s image creation and Panasonic’s processing technology. The G9II also features Leica’s monochrome profile, which was difficult to obtain certification prior to the collaboration. The brand will continue to maintain its partnership by providing new value and striving to “revitalize the camera industry.”
What do you think about Panasonic’s recent moves? Are there any brands of cameras or lenses that you would like to pay attention to in the future? Let us know in the comments section below.