PHILOSOPHY

Exploring the remarkable potential of the digital single-lens mirrorless camera.

Ira Block
Panasonic Corporation Imaging Business Group, AVC Networks Company Imaging Network I Business Unit Director
Ira Block
Panasonic Corporation Imaging Business Group, AVC Networks Company Imaging Network I Business Unit General Manager

Panasonic Releases a New Top-of-the-Line Digital Single Lens Mirrorless Camera, the LUMIX GH3
In 2006, Panasonic entered the single-lens reflex (SLR) camera market with the introduction of the LUMIX L1. This model incorporated a Live View Finder for the first time in an SLR camera, as well as a movable monitor. Since then, Panasonic has continued to develop system cameras with interchangeable lenses by incorporating highly innovative, non-conventional concepts.
In 2008, Panasonic announced the world's first digital single lens mirrorless camera, the LUMIX G1. It eliminated the main factors that made many people reluctant to use SLR cameras, that is, their bulkiness and weight, and brought the attraction, fun and potential of a camera with interchangeable lenses to more users.

Panasonic then released the GH Series, which offered not only still camera functions but also a high-level video recording capability followed by the GF Series, which was smaller and easier to use. It also launched the GX Series, a high-end compact and lightweight camera with a luxurious finish, including high-quality textures and a superb operating feel. Panasonic continued to make improvements each year. Today, the G Series and GF Series have evolved into their 4th generation, to feature the LUMIX G5 and GF5 in their latest lineups.
Now, Panasonic proudly announces the development of a digital single lens mirrorless camera that not only records still images and videos in high quality but also features a tough body to withstand the harsh conditions of professional use.
The newly developed model is named "LUMIX GH3".

One of the main features of the LUMIX GH3 is a tough body that is rugged enough to stand up to even professional use. It features a magnesium alloy full diecast body and advanced splash/dustproof design that was achieved by tightly sealing every section of the camera body to enable shooting under extreme conditions. Although the LUMIX GH3 is slightly larger than other G Series models, it is still compact when compared with an SLR camera featuring equivalent performance and functions. The bigger body has enabled a new control layout with two dials on the front and back as well as single-function buttons. The LUMIX GH3 allows users to capture images in extreme environments and provides superb mobility. It also records still images consecutively at a rate of about 6 fps. The new Live MOS Sensor achieves high-resolution images with minimum noise. And the new Venus Engine attains high-speed, high-quality signal processing. These features combine to maximize shooting fun and operating ease. The LUMIX GH3 is proud to assume the role of Panasonic's flagship digital single lens mirrorless camera.

The LUMIX GH3 uses an organic EL displays both in its viewfinder and in the rear free-angle monitor. Its Full-HD video recording function, which is highly acclaimed in the GH2, has a variety of video recording options, from a 1080/60p (NTSC)/50p (PAL) recording capability to a high bit rate recording mode to meet wide-ranging needs. The video recording function of the LUMIX GH3 is packed with advanced technologies developed by Panasonic for its professional broadcasting equipment.
For this flagship model, Panasonic has also developed a detachable battery grip with integrated controls for vertical viewing angle and a wireless flash. They both represent a first of their kind for Panasonic cameras.

Panasonic also offers a full lineup of lenses, the heart of a system camera, that reinforce the LUMIX GH3. The LUMIX G X VARIO 12-35mm / F2.8 ASPH. / POWER O.I.S. (H-HS12035) is already on the market. In addition to this, Panasonic is releasing a high-speed LUMIX G X VARIO 35-100mm / F2.8 / POWER O.I.S. (H-HS35100) to introduce with the LUMIX GH3. These two lenses achieve high resistance performance against splash and dust when combined with the LUMIX GH3.
The LUMIX G lens lineup includes a variety of models with superb image rendering, such as Leica lenses and silent, accurate power zoom lenses suitable for video recording. This is the largest lineup of system lenses for a digital single lens mirrorless camera. And Panasonic will continue to develop and introduce new lenses with distinctive features.

The LUMIX GH3 is not just a compact, lightweight camera. It is an attractive, top-of-the-line mirrorless single lenssystem camera that is tough enough to withstand the extreme conditions of professional use. In Europe and the United States, digital SLR cameras are called DSLR and mirrorless cameras are referred to as CSC (Compact System Cameras). Panasonic uses the term DSLM (Digital Single Lens Mirrorless) cameras to refer to its mirrorless models, and continues to develop attractive camera systems with interchangeable lenses. With the introduction of the high-end LUMIX GH3, Panasonic will be able to provide more people with the experience of exploring the remarkable potential of the digital single lens mirrorless camera.