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IFA 2010

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[Video] Video reports on Panasonic's 3D world at IFA 2010 are now available!

IFA 2010 was held in Berlin, Germany from September 3rd to 8th. And video reports that communicate what it was like at IFA are being uploaded one after the other. The video reports on 3D, which drew much attention at the Panasonic booth have become available. Please check out Panasonic's ever-expanding 3D world!

IFA 2010

Click on the image to watch the video.

IFA 2010 Vol. 3 - Beautiful 3D imagery brought to life by the great features of the plasma displays -

The gigantic, Mass Display comprised of 45 3D plasma displays was exhibited in the Panasonic booth at IFA 2010. What brought the beautiful, immersive 3D imagery that took the visitors by surprise to life was Panasonic's plasma technology cultivated over the years.

IFA 2010

Click on the image to watch the video.

IFA 2010 Vol. 4 - 3D compatible camcorder lets us shift from "viewing" to "shooting" and expands the fun of 3D -

Panasonic, who released the industry's first integrated twin-lens 3D camera recorder, provides an end-to-end solution. Vol. 4 introduces the world's first 3D compatible consumer camcorder. The new camcorder, which lets us shift from "viewing" to "shooting" and expands the fun and enjoyment of 3D at home, drew much attention.

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[Video] Part 1 and 2 of video reports on IFA 2010 - "Panasonic aims to become a Green Innovation Company" - are now available!

Video reports introduce Panasonic in various regions across the world through exhibitions. Vol. 1 and 2 of video reports on IFA 2010 held in Berlin, Germany - "Panasonic aims to become a Green Innovation Company" (Part 1 and 2) - are now available. These video reports do such a great job of showing you what the ambience at IFA 2010 was like, and it may give you a better idea about what it was like than the blog, so please take a look!

More video reports on 3D, which drew much attention at IFA, and the London 2012 Olympic Games only 2 years away will soon be available as well, so please stay tuned.

IFA 2010

Click on the image to watch the video.

IFA 2010 Vol. 1 - Panasonic aims to become a Green Innovation Company (Part 1) -

Panasonic has committed to a new vision of becoming the No.1 Green Innovation Company in the Electronics Industry by 2018. What impression did its unique energy solutions leave on people in Europe? Let's find out through interviews with visitors and people at the Panasonic booth.

IFA 2010

Click on the image to watch the video.

IFA 2010 Vol. 2 - Panasonic aims to become a Green Innovation Company (Part 2) -

Volume 2 introduces the eco technologies and latest products from the Panasonic group. Panasonic proposes a lifestyle with virtually zero CO2 emissions in the entire home with ideas that "create energy," "store energy," "save energy," and "energy management" that ties these ideas together. Please take a look at energy solutions unique to Panasonic.

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IFA 2010 has just ended

IFA 2010

It didn't rain after all. There are already large trucks and service vehicles going to and fro inside the venue. It's a bit sad, but the festival has come to an end.

The clock has hit 18:00. IFA, which has been held for 6 days starting from September 3rd, has just ended. You can hear announcements telling everyone that the exhibition has ended and preparations to take down the booth are underway.

Looking back, the 6 days passed by in a flash. I hope I was able to give you a good idea of what the Panasonic booth at this year's IFA was like. There are many exhibits that left a lasting impression such as the 3D Mass Display, eco corner, and end-to-end solution, but to think the booth is about to get dismantled makes me feel a bit sad, and I feel like it's a pity.

IFA has ended, but Fall in Japan is the season for exhibitions, so the blog will continue to cover numerous exhibitions.

Thank you for reading my entries for this blog. I look forward to introducing other exhibitions to you in the near future! Video reports on IFA will also become available soon, so please stay tuned. Lastly, I would like to express my gratitude to all the Panasonic booth staff for taking the time out of their busy, hectic day to answer my questions. Thanks so much!

I'm going to pack up and leave Messe Berlin. Good bye for now!

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Prototype of the world's first interchangeable 3D lens for the LUMIX G series

IFA 2010

This corner introduces the prototype of an interchangeable lens, which can be used with the LUMIX G Micro System cameras (compatible models to be confirmed) to shoot 3D photographs. As it is the first of its kind in the world, I was very keen to check it out.

In the corner, I found a G Micro System camera, which had on this interchangeable 3D lens. What I was quite surprise by was its size. What does the photographs taken by this interchangeable 3D lens with a very thin pancake like body featuring 2 optical systems look like?

The answer to this question is showcased in the slideshow shown on the VIERA found in the corner. Even shots that seem commonplace, like those of children or the cityscape, end up having this mysterious tri-dimensionality, and I felt like I was staring at a miniature diorama. I was astonished by the enticing, expressive photographs that came to life when beautiful pictures met great depth. A description on a blog really doesn't do it justice, but what I can say is that I felt like a door to a new world of photography had just opened.

IFA 2010It's really compact don't you think?! I am looking very forward to its market release.
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Panasonic 3D Roadshow in Berlin

IFA 2010

In order to communicate the amazing features of FULL HD 3D, the "Panasonic 3D Roadshow" will be held in shopping malls, home electronics stores and movie theaters in major cities in Germany, and a few other countries. The roadshow kicked off at the same time as IFA, so I went to the Potsdam Plaza to have a look for myself.

The Panasonic 3D Roadshow booth is located in the Arkaden shopping center at the Potsdam Plaza, a popular area of the city of Berlin. The booth set up in the central corridor of the first floor has 2 mini theaters with a 65-inch 3D VIERA and a bench each. There are also products showcased on both sides of the booth, which are drawing the attention of many people in the shopping center.

A promotional clip of a 3D animation was shown in the mini theaters. Because of the location, there were many shoppers who stop by. The products featured in the booth are already available in the marketplace, so it may be a very good way to promote the products.

IFA 2010As you can see, the Panasonic 3D Roadshow booth can be found in a prominent location. Many shoppers stopped by to take a closer look.
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Today is the final day of IFA 2010

IFA 2010 has been held for the last 6 days, but it is finally coming to an end. Unfortunately the skies are overcast today, but I hope that it won't start raining.

IFA 2010One of the stations that give you access to Messe Berlin is Messe Nord. I took a picture of the crowd heading towards the venue. Perhaps many of these people work for exhibitors. I felt like saying to them, "Today's the last day. Let's hang in there!"
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Connectivity corner - greater fun with greater VIERA connectivity

This corner introduces how greater connectivity with the VIERA gives way to greater fun.

IFA 2010

VIERA CAST is an IPTV function that is realized connecting the VIERA to the Internet. In Japan, a similar service, known as "acTVila," is available. With VIERA CAST, you can watch various content, such as movies, sports, animation, and YouTube any time you want. The demonstration held in this corner also introduces how by connecting the VIERA to the Internet, this world is expanding to include services such as 3D video-on-demand and Skype.

IFA 2010In Europe, VIERA CAST began in 2009, but I am astonished to see the wide range of content that is already available.
IFA 2010During the stage presentation held in this corner, the presenters shoot the visitors in the audience with the digital camera LUMIX and 3D consumer camcorder. Then the images shot and saved on the SD Memory Card is inserted into the VIERA SD card slot and to demonstrate the convenience of the "VIERA Image Viewer" that lets you enjoy the images just shot in 3D.
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You can try shooting with the LUMIX and digital camcorders at the Digital Imaging Corner

IFA 2010

Here, you will find on exhibit various models of the digital camera LUMIX and digital camcorders and you can try them out for yourself. There are many visitors here who ask the staff numerous questions and test the cameras out by taking photographs and videos. The new 3D consumer camcorder HDC-SDT750 (the model number in Japan is HDC-TM750), which was also described at length during the press conference, is also on exhibit, and it is drawing a great crowd.

HM-TA1 available in Europe is being featured extensively. It is a pocket-sized compact camera that can record full HD video and 8 megapixel still photographs. It also is equipped with a 4x digital zoom and an electrical image stabilizer (E.I.S.) system. With the integrated USB terminal you can plug the camera into the PC directly. It also comes with software that lets you link directly to your YouTube or Facebook account. Many people nowadays shoot and upload home videos, so this fun-packed camera really meets the demands of the times. I hope that it will become available in Japan someday.

IFA 2010

The pop and colorful HM-TA1 models are showcased on poles.

IFA 2010

You can also try shooting with the world's first 3D consumer camcorder, HDC-SDT750.

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Five Panasonic products received EISA Awards

Every year, the EISA (European Imaging and Sound Association) Awards are awarded to products chosen by a panel of judges comprised of 50 editors-in-chiefs of specialist magazines from 19 European countries in 6 categories - Audio, Video, Home Theater, Photography, In-Car Electronics, and Mobile Devices. This year, 5 products from Panasonic received the EISA Awards, the highest number it has received in a single year.

VIERA TX-P50VT20 (3D-plasma TV 2010-2011)
LUMIX DMC-TZ10 (European Travel Compact Camera 2010-2011)
LUMIX DMC-G2 (European Multimedia Camera 2010-2011)
HDC-TM700 (European Camcorder 2010-2011)
SC-HTB500 (European HT Soundbar 2010-2011)

In particular, the VIERA TX-P50VT20 was highly praised by the judges for delivering an impressive cinema-like, immersive, high picture quality 3D experience with natural colors and true deep black tones, and for its high energy saving performance.

IFA 2010

VIERA TX-P50VT20

IFA 2010

LUMIX DMC-TZ10

IFA 2010

LUMIX DMC-G2

IFA 2010

HDC-TM700

IFA 2010

SC-HTB500

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3D Eyewear now comes in 3 sizes

IFA 2010

As you may already know, in order to watch 3D images on the 3D VIERA, you need 3D Eyewear. When you purchase a 3D VIERA, it comes with 3D Eyewear (the TX-P42GT20 model [European model number] does not come with 3D Eyewear), but I'm sure there are many people who want to buy additional pairs for the rest of the family. To meet such demand, Panasonic has a range of 3D Eyewear available. Here at IFA, you will find a dedicated stand showcasing the 3D Eyewear nearby the 3D Mass Display. You can try these on for yourself.

There are 3 sizes, S, M, L, which are a great fit for everyone. On the frame of the glasses there is a USB pinin, which lets you charge the 3D Eyewear by connecting it to the VIERA (the VIERA must be turned on as well).

You can see how light it is when you pick it up; the S-size is only about 38g. This is, of course, the world's lightest. When you wear it, it fits just right. You can enjoy the world of 3D comfortably to your hearts content without worrying about the glasses not fitting or falling off.

IFA 2010

These are the optional 3D Eyewear. They are very stylish.

IFA 2010

You can recharge via USB. It's great that you don't have to change batteries.

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The world's largest, 152-inch 4K2K plasma display

IFA 2010

Here you will find the 152-inch 4K2K plasma display, which has 4 times the pixel count of full HD. I have seen this display at a few exhibitions so far, but I am always astonished by its ability to reproduce elaborate, beautiful imagery on such a large screen. Even if I lean in to take a closer look, the fine picture quality remains the same.

Here in Germany as well, many people stop and stare at the ultra high definition shown on the 4K2K plasma display, which is drawing much attention as a next generation display.

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VIERA's NeoPDP technology, the key to beautiful FULL HD 3D imagery

Here, you will find 4 comparative exhibits to showcase the features of the NeoPDP technology. You can see how the NeoPDP technology with high contrast and fast moving image response has been embedded in the 3D VIERA to realize low crosstalk, high picture quality FULL HD 3D imagery.

IFA 2010"DEEP BLACK LEVELS" - The 2 screens show images of fireworks and the starry night sky. When compared to a 2009 model, the richer black tones of the NeoPDP better highlight the fireworks and the stars, and you can see that the darker areas retain depth and picture details.
IFA 2010"CRISP MOVING PICTURES" - The 2 screens show images quickly moving from left to right in order to highlight the fast moving image response brought to life by the 600Hz sub-field drive. You can see that with this year's NeoPDP model there is less residual image and the picture remains crystal clear.
IFA 2010"PIN-SHARP 3D PICTURES" - With FULL HD 3D, which displays images for both the left and right eyes, the display must process twice the amount of images. So, if the response performance is slow, image processing won't be able to keep up, hence resulting in crosstalk or double image (also known as persistence). The 3D VIERA, however, uses fast responding NeoPDP technology, and that together with the new "short persistence phosphors" that reduce afterglow, and new optical control that reduces luminescence decay time reproduce low cross-talk, crisp images. This exhibit shows you just how different the performance is.
IFA 2010"HIGH CONTRAST IN DARK SCENES" - When the black in dark scenes appear uneven or gray, it takes a lot away from the viewing experience. PDPs are known for being able to express deep, rich blacks, but with 3D VIERA embedded with the new NeoPDP technology, which has a higher luminance efficiency and the industry's highest contrast ratio of 5,000,000:1, you can enjoy even dark scenes with rich black tones.

The ever-evolving NeoPDP technology has been applied to 3D VIERA, bringing to life high picture quality FULL HD 3D imagery. The comparative exhibit well expresses the various features.

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"Energy management" realizes optimal control and energy flow

IFA 2010

Energy management is key when it comes to using the energy created and stored at home efficiently. This corner introduces the concept of Panasonic's Home Energy Management System (HEMS) with a focus on what it could look like in Europe.

What plays a central role in Panasonic's HEMS is the Smart Energy Gateway (SEG). In addition to solar power generation systems and residential fuel cell that "create energy," residential lithium-ion storage batteries that "store energy," and products that "save energy," by connecting the smart meter (which are advanced electrical meters with the ability to record and communicate consumption data), gas and water meters, and various equipment in the home to the SEG, you can monitor the flow of energy in the home on displays such as the VIERA.

Each member of your family may become more aware of how much energy is wasted if they could actually see how much energy is being consumed or created at home. In the future, Panasonic aims to make it possible for the SEG to optimally control the flow of energy in the home by connecting and working together with various equipment and sensors. Significant energy savings may be expected if a lifestyle where your entire home is automatically "saving energy all of the time" becomes commonplace.

With this HEMS framework, information may be exchanged with utility companies (electric companies) over the network, so not only can you save energy at home, you can also contribute to the optimization of energy flow control of the entire community. Panasonic has already launched a pilot program last year to demonstrate how the HEMS may be implemented on a community level in the future, with SEAS-NVE, an energy company in Denmark.

IFA 2010A video featured in this corner also introduces the activities undertaken in Denmark.
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"Save Energy" corner introduces ways to curtail energy consumption

IFA 2010

This is the "Save Energy" corner. Panasonic is a brand known for its energy efficient products. In this corner you will find the 42-inch VIERA TV, which has a significantly low power consumption, the heat-pump heating system, and the LED lamp. Let me introduce them one by one.

IFA 2010

This exhibit makes a comparison between the 2009 and 2010 models, showing how low the power consumption has become.

IFA 2010

Here you will find Panasonic's proposal to use the heat-pump system for home heating. The heat pump system pressurizes air to create heat. This heat is then used to make hot water, which is then used for heating. The winters in many parts of Europe are very cold, so the heating bill must be quite high. This system may contribute significantly to saving energy.

IFA 2010LED lamps are drawing much attention for its long-lasting and energy efficient properties. The difference in the performance between halogen light bulbs commonly used in European and LED lamps is quite evident. When the same number of halogen light bulbs and LED lamps are turned on, you can feel the halogen light bulbs giving off heat, while LED lamps remain cool. That is how efficient LED lamps are.
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"Store Energy" corner introduces ways to store energy created

IFA 2010

Storing energy created with solar power generators and fuel cells, until you need it - this is the basic concept of ideas that "store energy" and is an indispensable element of producing and consuming energy locally. In this corner you will find Panasonic group's lithium-ion storage battery, which boasts the world's top share, and the direct methanol fuel cell (concept model).

The lithium-ion storage batteries on exhibit is a unit module comprised of lithium-ion batteries of size 18650 (diameter 18mm x height 65mm), the most commonly used size around the world (used for e.g. notebook PCs). The combination of battery modules gives way to various applications. For example, if you use 6 such modules, it can be used as a residential storage battery. More batteries can be combined to meet the electrical needs of larger buildings.

There are high hopes for using the module-type lithium-ion storage batteries for various applications such as for electric bicycles and back-up power source for facilities. With Sanyo Electric Co. Ltd. joining the Panasonic group, there are expectations for even greater technological innovation.

IFA 2010

A concept model of the residential storage battery (photo: center).

IFA 2010

A brick-size direct methanol fuel cell (concept model) is on exhibit. It is to be used in combination with lithium-ion storage batteries. Might come in handy in places where electricity is not available, e.g. cottages up in the mountains or construction sites.

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Introducing devices that "create energy" at home!

IFA 2010

In this section, the "Create Energy" corner, you will find a fuel cell and photovoltaic modules for solar power generation on display. As you know, both devices can be used to generate energy at home.

The fuel cell creates electricity and heat using hydrogen extracted from natural gas and oxygen from the air; in comparison to conventional ways of generating energy, it cuts CO2 emissions significantly. These fuel cells have been made available in Japan through gas companies under the name, Ene-Farm, since 2009.

The fuel cell directly converts the energy generated during the chemical reaction of hydrogen and oxygen into electricity, and it also uses the heat generated in the process to make hot water, which is stored in the tank until needed, so the entire process is very energy efficient. Many people are looking forward to the day these products become available in Europe.

IFA 2010The fuel cell has been available in the Japanese market under the name, Ene-Farm, since last year. It helps "create energy" especially in regions that do not get many hours of sunlight.

Solar cells found in the photovoltaic modules directly convert the sun's energy into electricity without emitting any CO2, so it is a very clean source of power. You may have heard that many countries are actively implementing solar power generation at the moment. The photovoltaic modules on exhibit in this corner are Panasonic Group's HIT series currently available in the European market. You will find 3 types of photovoltaic modules on exhibit, namely the HIT-HD, which boasts the world's top class energy conversion efficiency, the HIT-N series, which maintains the same high conversion rate even when the surface on which the module is attached becomes hot, a model familiar in Japan, and the HIT-Double, which can generate power on both sides of the module, thereby also making use of reflective light.

IFA 2010

The HIT-HD series realizes high output with cells arranged like honeycombs.

IFA 2010

HIT-Double generates energy on both sides of the module. This does not mean that there are cells on both sides. It has a unique structure, which enables it to take in sunlight from both the top and bottom surfaces.

The European continent is far and wide, so depending on the country, the hours of sunlight it receives and the climate may differ significantly. But the ability to choose between solar power generation and the fuel cell means that this solution will be suitable for almost all regions.

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Panasonic aims to become a Green Innovation Company

IFA 2010

A cool monument made from photovoltaic modules for solar power generation. And a presentation on Panasonic's eco message takes place in front of this monument.

As announced during the press conference held on September 1, Panasonic will aim to become the "'No.1 Green Innovation Company' in the electronics industry" by 2018, its 100th anniversary. To make this transformation, so that it can be recognized as such by customers around the world, Panasonic pledged to place ecology at the heart of all its business activities.

What lies behind this is the "shift to a sustainable society" that the world has been tasked with as a result of various environmental issues such as global warming and the exhaustion of resources we are facing. Panasonic has lead the way in tackling this task, and it aims to become a company that will offer a sustainable, safer, more comfortable and enjoyable lifestyle to people around the world through its business activities, products, and services.

The core pillars that realize this vision are the "Green Life Innovation," which will offer a comfortable green lifestyle with "ideas" Panasonic offers and the "Green Business Innovation," which aims to minimize environmental impact throughout the entire business processes and to share know-how with the public.

IFA 2010

A "mini eco house" placed one side of the stage. There are many products that form a part of Panasonic's energy solution on display.

A specific example of such business activities is the "Energy Systems Business" that aims to make efficient use of energy. Panasonic is shifting its Energy Systems Business into high gear worldwide, including the European region. The "Energy Solution" concept Panasonic is introducing at this year's IFA is founded upon 4 pillars, "create energy," "store energy," "save energy," and "energy management," is one such example.

After introducing the vision and concept to describe the various elements in detail, the presenter on stage guides the visitors around the whole corner. I will introduce various "ideas" that are being showcased here in Germany, a nation known for being environmentally advanced.

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An end-to-end 3D solution for both professionals and consumers

IFA 2010

The stage used for the 3D consumer camcorder demonstration I introduced in a previous entry, also serves as a stage for a demonstration using the integrated twin-lens 3D camera recorder for professional use.

This corner is located in a very high profile area, which is like the main promenade of the Panasonic booth. When the demonstration starts, 3 performers appear on stage to perform circus-like acrobatic acts. The performance is shot by 2 integrated twin-lens 3D camera recorders, the AG-3DA1. The visitors can watch the footage shot on the 3D VIERA TVs set up around the stage with the 3D Eyewear. Here, the cameras shooting the performance are part of the stage cast.

For being a 3D camera recorder, the AG-3DA1 is very compact. But the image displayed on the screen is high resolution; it truly does justice to the world of FULL HD 3D. I was very astonished at the high performance and excellent picture quality of the professional camera recorders.

From shooting, editing, broadcasting to authoring in the professional arena, and shooting and viewing at home, Panasonic offers an end-to-end 3D solution. This demonstration tries to offer visitors an opportunity to experience the extensive technology with a very clear storyline and an impressive performance, rather than just describing it with words. Every showcase draws a large crowd.

IFA 2010This is the control room found on one side of the stage. The engineers switch between the footage shot by the 2 cameras and adjust convergence of images for the left and right eyes.
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Showcase of 3D home theater systems that let you enjoy 3D imagery with dynamic sound right in your living room

The 5 rooms in this corner have been designed to look like living rooms to showcase various combinations featuring the 3D VIERA, Blu-ray Disc(TM) players, and home theater systems.

There is also a wireless theater system, an integrated system with a Blu-ray Disc(TM) player and Soundbar, and a surround system with speakers so small, they fit on the palm of your hand. These exhibits featuring various combinations of 3D imagery and surround sound are drawing great crowds as they let people experience what it would be like to have these systems in their living rooms.

IFA 2010

You can enjoy various video sources such as movies, music videos, and games.

IFA 2010

Right next to these exhibits, there is a corner called the "Blu-ray World," which introduces line-ups of Blu-ray Disc(TM) recorders and players and home theater systems designed for the European market.

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I went and experienced the FULL HD 3D Theater!

I didn't waste any time! I went and experienced the FULL HD 3D Theater just now. There seems to be many visitors who come to the Panasonic booth especially for the theater, so every screening is a full house.

IFA 2010IFA 2010

The theater has a 152-inch 3D plasma display panel and a capacity of 64 people. A wide range of contents such as sports, games, documentaries, and movies communicate the allure of 3D.

I have experienced FULL HD 3D at various exhibitions already, but the most of the content I saw here at IFA were new. And it made me realize once again that FULL HD 3D has endless possibilities.

Personally, I don't want to watch all of the contents currently available on TV in 3D. However, the endless possibilities for 3D are expanding to movies, art, nature, games, performance art, and sports. 3D itself is not a technology that was recently developed, but these possibilities may have been brought to life when 3D met the unparalleled beauty of FULL HD technology. If you have yet to experience the world of FULL HD 3D, please experience the "immersive" imagery at Panasonic exhibitions and showrooms.

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The 3D Live Shooting corner - Now is the time to start shooting in 3D!

Here, you can experience 3D images shot by the 3D consumer camcorder HDC-SDT750 (European model number) and the 3D conversion lens combination.

IFA 2010

You will find numerous performers who strike various poses for the 3D consumer camcorders. They have fancy clown-like make-up and are dressed in colorful costumes. The visitors can see through the 3D Eyewear the performers' comical movements displayed on the 3D VIERA.

I went and tried it out myself, but I was truly amazed by its beauty. Although camcorder has a compact body, the image it shoots looks very vivid and clear even on the large screen. I was able to experience the great performance of Panasonic's pilot model, the SDT750 (HDC-TM750 in Japan). It is truly surprising that we have already entered an era in which we can easily shoot 3D images at home.

IFA 2010

It's quite interesting to see what's happening right in front of you being immediately in 3D.

IFA 2010

There was also a corner where you can see your own image in 3D.

IFA 2010The SDT750 (HDC-TM750 in Japan) lets you shoot in 3D very easily just by adding the 3D conversion lens. When you look inside it, you can see that there are 2 small lenses.
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The 3D Mass Display - A new, dynamic image experience!

IFA 2010

The most impactful exhibit at this year's Panasonic booth is, without doubt, the 3D Mass Display. The massive wall of 45 FULL HD 3D plasma displays ranging from the 152-inch to the 42-inch stands tall, like a large engulfing wave.

When you experience it through the 3D Eyewear images that emerge from the display create a truly fantastical world. For example, the images of numerous butterflies flying gracefully in the field of flowers are depicted by the 45 displays that fill your entire field of view. I believe that this is the only place you can currently have this new image experience.

There are many types of contents available such as the London 2012 Olympic Games, promotional videos, landscapes, nature, games, and the Rolland Gallois (French Open) broadcasted on TV. You can see how the range of contents available is expanding.

Looking back, since Panasonic unveiled its FULL HD 3D at CEATEC 2008, it has played a central role in the standardization and development of FULL HD 3D. And Panasonic is spreading the joy of 3D from the professional arena to homes with 3D VIERA TVs, 3D Blu-ray Disc(TM) recorders and of course the world's first integrated twin-lens 3D camera recorder and also the world's first 3D consumer camcorders.

Like a scroll, the Mass Display at the Panasonic booth tells the story of FULL HD 3D.

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Photo digest - The Blu-ray world

IFA 2010

This corner introduces the Blu-ray Disc(TM) players, Blu-ray Disc(TM) recorders, and home theater systems.

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Photo digest - Digital imaging corner

IFA 2010

Here you will find digital camera LUMIX and digital camcorders on display. There is a shooting corner where you can try these products out for yourself and also a gallery where you can see photographs shot with the LUMIX.

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Photo digest - VIERA CAST connectivity corner

IFA 2010

This corner introduces various ways you can have fun by connecting the VIERA to the Internet such as "VIERA CAST," which lets you enjoy various contents such as sports and movies, and audio/video chat service, "Skype."

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Photo digest - VIERA line-up

This is a corner showcasing 2D VIERA. You will find an extensive line-up of LCD and plasma TVs.

IFA 2010

The line-up of plasma TV VIERA.

IFA 2010

And here is the line-up of LCD TV VIERA.

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Photo digest - Eco corner

H.C.R. 2010

The eco exhibition corner has 4 themes, "create energy," "store energy," "save energy" and "energy management." I will talk more about these in detail in a separate entry.

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Photo digest - Eco corner (monument)

IFA 2010

This is the monument you will find in the center of the eco corner. The solar panels arranged as an objet, has great presence. Stage presentations are held here regularly as well.

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Photo digest - 3D home theater system corner

IFA 2010

These sets have been designed like a living room. You can see various combinations of 3D plasma TVs and home theater systems, which let you enjoy 3D movies with surround sound.

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Photo digest - 3D VIERA line-up

IFA 2010

The extensive line-up of FULL HD 3D plasma displays range from the 42-inch to the 103-inch. There is a wide range of contents you can enjoy, such as movies, games, and business solutions.

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Photo digest – FULL HD 3D Theater

IFA 2010

The FULL HD 3D Theater equipped with a 152-inch plasma display. Many people are already headed towards the theater.

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Photo digest - 3D end-to-end solution corner

IFA 2010

In this corner you can see the performers' dances and performances being shot with the integrated twin-lens 3D camera recorder and displayed on the 3D VIERA TVs. It is very popular because visitors can see live in 3D what is being shot right in front of their eyes.

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Photo digest - 3D movie shooting corner

IFA 2010

Here you will be able to see a demonstration of the world's first 3D consumer camcorder, HDC-SDT750 (local model number) and the 3D conversion lens. These products are drawing much attention in Japan as well. I will tell you more about them in another entry.

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Photo digest – 3D Mass Display

IFA 2010

"Mass Display" comprised of 3D TVs ranging from 42-inch to 152-inch. It might be hard to tell in the photograph, but it is very impressive! I will tell you more about it in tomorrow's entry.

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IFA 2010 has finally begun!

Very sunny and clear skies in Berlin this morning, and at 10:00am on September 3, IFA 2010 has begun.

There are already many people here at the Panasonic booth. Although there were mainly journalists and reporters immediately after the doors opened, more and more visitors of the general public can be seen exploring the booth. Six very exciting days of IFA has finally begun! I am off to go explore the booth myself!

IFA 2010

IFA 2010

A photograph of Hall 5 this morning. Unlike yesterday's cloudy skies, it's very sunny and bright today!

mino

Please also take a look at the "Panasonic IFA 2010" website and the panasonic_ex twitter account

IFA 2010

On the "Panasonic IFA 2010" website I introduced in a previous entry, information is being updated constantly. You can download the press release from the press conference held on September 1, and more and more pictures of the Panasonic booth will become available, too. Like this blog, the website offers a wide range of information Panasonic is communicating at IFA, so please take a look.

Many tweets are also available on Panasonic's exhibition twitter account. Tweets describing what the press conference was like held 2 days ago and various topics on Panasonic booth are being uploaded. If you want to know more, please take a look at the tweets uploaded so far. You can also make requests, so if there is something you would like to take a closer look at or know more about, please tweet your requests.

"Panasonic IFA 2010" website
[EN] http://panasonic.net/exhibition/ifa2010/en/
[DE] http://panasonic.net/exhibition/ifa2010/de/
[JP] http://panasonic.net/exhibition/ifa2010/ja/

Official twitter account (@panasonic_ex)
http://twitter.com/panasonic_ex

mino

Interview with one of the staff involved in the planning, development, and operation of the Panasonic booth! What are this year's highlights?

Only 17 hours to go until the exhibition begins at 10:00am tomorrow. Before the exhibition kicks off, I spoke to Mr. Akihisa Fujiya, who has been deeply involved in everything from planning to operation of the Panasonic booth at IFA, about the highlights of this year's booth.

IFA 2010Mr. Akihisa Fujiya, Exhibition Planning Office, Brand Promotion Group, Corporate Brand Strategy Division, Panasonic Corporation.

Q: What are the key features of the Panasonic booth at IFA 2010?

A: It can be divided into 2 main categories. One is "3D." You can experience Panasonic's ever expanding 3D world, which includes plasma TVs that lets you enjoy high picture quality 3D imagery and the world's first AVCHD 3D consumer camcorder. Moreover, you can also learn about the various activities Panasonic is undertaking to realize its new vision of becoming a "Green Innovation Company."

Q: Now, about 3D. Which corners are must-see?

A: First of all, there is the "3D Mass Display." Forty-five displays ranging from 42-inch to 152-inch synchronously showcase FULL HD 3D imagery. I really hope many people will come and experience the high picture quality only realizable with plasmas and the overwhelming immersive sensation. In the shooting corner, fun performances will take place, and visitors can come and try shooting in 3D with the new AVCHD 3D consumer camcorders for themselves, so this is also a must-see.

Q: Next, about eco. Although IFA is an exhibition on electronics, Panasonic has put a lot of effort to showcase its eco activities. What kind of exhibits can we expect this year?

A: We are determined to become recognized as a "Green Innovation Company" by people around the world by 2018, our 100th birthday. The various activities we are undertaking to realize this vision is being introduced on an impressive stage with huge towers of solar panels. This section is comprised of 4 corners - "create energy," "store energy," save energy," and "energy management."

Q: Lastly, do you have a message for those people who are planning to come to IFA 2010?

A: There are so many things you have to see at this year's Panasonic booth! Please do come and explore our booth!!

mino

Let me introduce Panasonic's outdoor banners and advertising I found

Messe Berlin is the venue for IFA 2010. The walls near the Panasonic booth was decorated with many Panasonic banners and billboards. This year's key visual elements are the TV, Blu-ray Disc(TM) recorder, and the AVCHD 3D consumer camcorder. Perhaps it expresses the ever-expanding world of 3D.

IFA 2010

The nearest station to the Panasonic booth is the Messe Süd station. This banner can be found on the way from the station to the booth.

IFA 2010

I found another one at the entrance of the hall the Panasonic booth is located in. There were many others, too.

The photograph below is an advertisement that was published on the local newspaper, "DIE WELT." It communicates the various eco activities Panasonic, who aims to become a "Green Innovation Company," is undertaking. A TV commercial created with the same concept is being aired across Europe from September 1 on Eurosport. You can watch the commercial on this site.

IFA 2010The newspaper ad communicating the "virtually zero CO2 emissions in the entire house" concept - a concept many people in Japan may have heard already heard of.
mino

The day before the opening day is a press day

IFA 2010 will finally begin tomorrow. Since it is the day before the opening day, there are many large trucks going back and forth, but the Panasonic booth is nearly complete. Right now rehearsals are taking place on stage.

IFA 2010

Performers rehearsing and the crew shooting them in 3D. You can feel the anxiety and excitement in the air as the opening day closes in.

Although things are still being fine-tuned, Panasonic has opened up the booth to the press today. Within the booth there are journalists and TV crews, who are interviewing the staff and taking photographs. The press are walking about the booth even though there are still tall ladders and staff polishing the exhibited products, which is rather an unusual sight. Although the booth may not be fully complete, the press can still go about their work, and since Panasonic would also like to communicate information to a great many people as soon as possible, having such a press day is a win-win situation.

mino

What is Europe's new 'eco ideas' declaration?

IFA 2010

Mr. Laurent Abadie, Chairman and Chief Executive Officer of Panasonic Europe Ltd., introduced Europe's new 'eco ideas' declaration at the press conference. Let me introduce these pledges in detail.

The new eco pledges are comprised of 'eco ideas' for Lifestyles, which promote a lifestyle with virtually zero CO2 emissions, and 'eco ideas' for Business-styles, which pursue a business-style that makes the best use of resources and energy. These 2 'eco ideas' are shared throughout Panasonic, but Panasonic Europe announced the following concrete targets.

['eco ideas' for Lifestyles]
- 30% of total sales to be achieved through eco labeled products
- Reduce 3,500,000 tons of CO2 emissions with energy solution products, such as solar panels, fuel cells, heat pump, and LEDs
- Educate 100,000 children through ‘kids school - eco learning’

['eco ideas' for Business-styles]
- 99% recycling rate across European production
- Reduce 1,000 tons of CO2 from European offices
- Contribute to reducing 7,000 tons of CO2 emissions from production activities

Panasonic has made new pledges in Europe that include a wide range of specific targets such as "educating 100,000 children through eco-learning" and a "99% recycling rate," which it aims to accomplish by 2012. Making such an announcement at IFA held in Germany, an advanced green nation, seems to communicate Panasonic Europe's strong determination to achieve these goals.

mino

A press conference was held at the Panasonic booth

Panasonic's press conference was held. Many journalists, reporters, and other members of the media attended the conference filling up almost all of the 500 seats available - this is perhaps indicative of the media's high level of interest for news from Panasonic.

IFA 2010

Mr. Laurent Abadie, Chairman and Chief Executive Officer of Panasonic Europe Ltd.

The first key speaker that appeared on stage was Mr. Laurent Abadie, Chairman and Chief Executive Officer of Panasonic Europe Ltd. Although the economic environment has been stagnant, Panasonic's global sales rose 135% and it also marked a 134% growth in Europe during the first quarter of FY2010 in comparison to the same quarter the previous year. He highlighted that the technology creating innovative products such as Panasonic's 3D products, which has lead the way, is one of the things that has made this growth possible. Mr. Abadie also stated that by 2018, its 100th birthday, Panasonic aims to become the "No.1 Green Innovation Company in the Electronics Industry." He asserted that the environment will be placed at the heart of its business activities in Europe as well, and also announced Europe's new 'eco ideas' declaration. I will write about this in more detail in a separate entry.

Next, Mr. Makoto Nagura, Director of the Video Camera Business Unit, Network Business Group, AVC Networks Company, Panasonic Corporation appeared on stage. He introduced the world's first AVCHD 3D consumer camcorder, the HDC-SDT750 (European model number). By combining it with the 3D conversion lens, consumers can now shoot in 3D very easily. The 3D footage of children and young people having fun at the beach showcased on the plasma displays placed in front of the press strongly underlined the superior picture quality and the fun and enjoyment shooting home video in 3D offers.

Next, Mr. Hirotoshi Uehara, Director of the TV Business Unit, Visual Products and Display Devices Business Group, AVC Networks Company, Panasonic Corporation stepped up to the stage and introduced the history of Panasonic's leadership with respect to FULL HD 3D technology. He highlighted the excellent line-up of 3D products, which include the above mentioned 3D consumer camcorder as well as 3D plasma display panels for professional use, and the allure of Panasonic's ever expanding world of 3D made possible with the collaboration with various partners resulting in 3D broadcasting of Rolland Garros (French Open) and the US Open and a wide range of 3D gaming content.

The press were given 3D glasses, and as part of the presentation they got to watch demonstrative video clips in 3D. It was a great way to showcase Panasonic's technology and the fun 3D brings to life.

IFA 2010

There were many 3D clips featured in the press conference, but aren't you curious to know how Panasonic was able to showcase 3D video to 500 members of the press? One set included two 3D VIERA TVs and 10 seats, and these sets were arranged around the press conference room much like dinner tables at a banquet. The input/output terminals on the new VIERA line-up pointed out on stage were also shown in 3D on the screen right in front of you, so it was clear and easy to understand, but also very impressive. In short, I felt like I got a glimpse of what "a presentation of the future" would look like. There is much talk about the possible applications of 3D (e.g. education, business), but I really thought it was an effective way of making a presentation.

IFA 2010The footage shot by the 3D camcorder on stage were also shown on the 3D VIERA TVs in front of our seats, so we were able to take a very close look at fine details.
mino

Two days to go until IFA! What does the Panasonic booth look like right now?

IFA 2010

The Panasonic booth is in the same area as last year, in Hall 5.2a/b. Those of you who plan on coming to IFA, please look for this banner, as it will show you the way!

My second day in Berlin began under cloudy skies. The cool morning breeze here was very refreshing.

I made my way bright and early to Messe Berlin, where IFA will be held. Panasonic booth is amidst preparation. I had a look around the booth, but the major construction work was already completed, so you could see what the entire booth was going to be like. In each corner, staff were setting up products and panels and fine-tuning visual images.

The press conference will be held from 3:00pm, so I went to take a peek at the rehearsal, but I was taken by surprise with what Panasonic had in store. I am very much looking forward to the actual press conference.

mino

Three days to go until IFA. I arrived in sunny Berlin!

I left Narita Airport and transferred at Helsinki. Flying over the Baltic Sea, I safely arrived at the sunny Berlin Tegel Airport around 6:00pm.

IFA 2010

My first impression as I walked down the landing steps was that it was "cool" and "bright"! Because of the high latitude, even though it was already late afternoon, it was still very sunny. Riding through the sylvan city of Berlin in a taxi as the late summer sun shone brightly, I realized that I was finally here and felt energized.

Tomorrow I will go to the IFA venue bright and early and start my research. Panasonic's press conference will be held from 3:00pm. I will try my best to write an entry about the press conference as soon as possible. Many more entries will become available, so please look forward to my entries!

Starting with this entry, the time displayed will be the local time in Berlin.

IFA 2010

I found an IFA billboard at the baggage claim.

IFA 2010

This is a photograph taken by a staff who arrived on a different flight (Lufthansa). As you can see there are many many Panasonic billboards. I was told that there are many of them in the main airport terminal.

mino

Leaving for Berlin, the host city of IFA 2010, tomorrow!

August, here in Japan, was extremely hot. There may be many children in Japan who are desperately tackling the heaps of homework they left until the last minute (I was that type, too). Starting September 1, when school starts back up again, I hope that the climate here will become a little more fall like.

September is when IFA will take place. It actually starts on the 3rd of September, but I am leaving Japan tomorrow to get there a bit early. Panasonic will be holding a press conference on the 1st, so I am going to be attending the conference. I will write an entry about the press conference for the blog, so please look forward to the forthcoming entry!!

mino

"Panasonic IFA 2010" website is now open!

IFA 2010

Click here to jump over to the "Panasonic IFA 2010" website, which offers a comprehensive view of the Panasonic booth!

IFA 2010, which will take place from September 3-8 in Berlin, Germany, will finally begin next week. I’m starting to feel anxious, as I need to start preparing for my trip soon.

Now, let me introduce the "Panasonic IFA 2010" website that has just become available, prior to IFA's launch. Here, you can find various information about the Panasonic booth at IFA 2010. Photographs taken onsite will be uploaded once the exhibition begins, so please have a look, but don't forget to check out my blog entries as well!

mino

A Twitter window has appeared on the Cyber Showcase blog

Have you noticed? A Twitter window has appeared on the right hand side of the website.

As I told you in a previous entry, tweets about the Panasonic booth at IFA 2010 are available in both English and Japanese. With IFA 2010 right around the corner (September 3-8), there will be more and more tweets about Panasonic available, so please don't forget to follow!

The twitterer onsite will do her best to respond to your requests about what you want to see or know more about, so please send your tweets as well.

Official account: http://twitter.com/panasonic_ex

mino

This year, IFA celebrates its 50th!

Did you know that IFA has quite a long history? On IFA's official website you will find content that gives you a glimpse of its history.

According to the official website, it was in 1924 that the inaugural “Great German Radio and Phonograph Fair”, IFA's predecessor, was held in Berlin. Early detector and vacuum tube radio receivers were featured at that exhibition. It was held every year until 1939, when it was postponed due to the war among other things, but the exhibition began once again in 1950 as the "German Broadcasting Fair." The exhibition, which was held every other year until 2006, celebrates its 50th anniversary.

IFA 2010

A banner commemorating IFA's 50th. I took this photo when I arrived in Berlin.

Even comparing it to the 40-year history of the International CES held in January every year in Las Vegas, the length of IFA's history is very astonishing.

When you go to the venue, you will see many families, young couples, and even older people who have come to see the exhibits at IFA. One of the reasons why so many of the general public come to the exhibition is the wide range of fun events IFA offers. The venue, Messe Berlin, has a large courtyard called the "Summer Garden" (which makes you want to take a nice long stroll), and there is a stage there where music concerts (e.g. rock) are held every day. It is as though a summer festival for the general public and a consumer electronics show with a long history are being held together. This is quite rare, but IFA's way of thinking - "exhibitions are also festivals, so let's have a concert, too" - perhaps has come to life here in Germany because the nation has a long history of organizing exhibitions and trade fairs.

mino

Information about the Panasonic booth at IFA 2010 will also be available on Twitter!

You can learn about the Panasonic booth at IFA this year on Twitter! During the exhibition, a twitterer will be going with me to Berlin, to tweet about the booth in both English and Japanese.

The twitterer will respond to any requests about things you want to have a closer look at or learn more about in the Panasonic booth. We look forward to you following us and posting requests!

Official account: http://twitter.com/panasonic_ex

mino

IFA 2010 will take place in Berlin from September 3!

Hello! This is mino, a writer for this blog. In Japan, we have been experiencing day after day of hot summer sun, but I hope everyone is fairing well. It is a little bit early, but IFA (Berlin International Electronics & Home Appliances Exhibition) will take place approximately 1 month from now.

IFA 2010

IFA is one of the world's largest consumer electronics and home appliances exhibitions, which will be held in Germany's capital, Berlin. According to the official website, there were 1164 exhibitors last year, and over 220,000 visitors, so you can get a good idea of the scale of the exhibition. Panasonic has been making preparations to take part in the exhibition, having positioned IFA as one of the most effective exhibitions in the European market.

I covered the exhibition in 2007 and 2008 and wrote about the Panasonic booth at IFA on this blog. And this year, for the first time in 2 years, I am going back to Berlin. The 3D environment has come upon us, and it is about to become truly widespread, so I am looking forward to discovering what surprises Panasonic has in store for us at IFA during this milestone year.

The exhibition won't begin for a few weeks yet, but I will be writing a few entries on various information before I make my way over, so please check back with us once in a while.

IFA 2010 (Berlin International Consumer Electronics and Home Appliances Exhibition)
Period: September 3 (Fri) – September 8 (Wed), 2010
Venue: Messe Berlin (Berlin, Germany)
Organizers: gfu (The German Association for Entertainment and Communications Electronics), Messe Berlin GmbH
Official site: http://www.ifa-berlin.com/