Hang tight for images, Phil will be adding in a second...
9:01am
The press conference is starting. Thumping techno and illustrations of Panasonic's history of innovations flash by. 1983: early 3D TV experiments are mentioned. 1987 picture showing D-MAC early European HDTV tests. And 2009?... trendy models painting the word "REVOLUTION" with their fingers.
Apparently today, we have a very special guest from Hollywood. (It's gonna be James Cameron, isn't it?) Apparently, a new revolutionary technology is being shown today. But first, an update on Panasonic's business situation in Europe. We have a new chief executive officer, Mr Laurent Aberdeen. Here he is!
9:04am
Mr Aberdeen thanks us for coming early this morning and hopes we like the conference. But before we get to see exciting new product, a short interview of the story so far at Panasonic. "Despite the difficult market situation in Europe, we are growing in the main product categoties and countries." Panasonic is #1 in the PDP market in ALL countries in Europe. Market share of 34%. #1 in digital still camera market, too. And in Germany, Panasonic is cleaning up in the HD camcorder market.
Panasonic is also #1 for BD in Germany.
Panasonic is an R&D based company. The objective is to bring the highest industry quality and added value features.
"Kiki" - Japanese character for "crisis". The two characters shown stand for Danger and Opportunity, respectively. "I truly believe that only good companies can take advantage of the market under the current situation".
Core category for further expansion is the flat TV market. Panasonic believe they have to provide cost competitive products. Two new major factories in the coming months: one for PDP and one for LCD.
Tying in with Panasonic's eco ideas strategy, they are trying to move away from oil driven to energy driven production. They're going to integrate with SANYO once the business alliance is complete to make this a reality.
And the new revolution: after black and white TVs, color TVs, HDTVs, this revolution is... Full HD 3D. Panasonic's approach on 3D will be presented in a few minutes. All of their R&D and enthusiasm has gone into the full gamut of Full HD 3D tech - from the broadcast caemra through to the 3D TV in the living room, an end-to-end solution. Mr Aberdeen plugs the 3D theater that's here at IFA. "Let's step into the 3D world - let's live in it. I thank you for your attention". Applause. Well, so long as the 3D world doesn't hurt my eyes...
9:11am:
Mr Yoshiiku Miyata, Senior VP of Panasonic AVC Networks Company's TV networks business, takes the stage and tells us how Panasonic are going to provide the 3D experience with the highest picture quality.
Mr Miyata worked for Panasonic in Europe for many years, so being here at IFA is like being back home for him. Aw. He introduces "Digital Hearth" vision - the company vision for AV products and businesses.
"From the beginning, people would gather round the fire to strengthen their ties with each other, and now, in the present day, it is AV Products linked together with our VIERA TV at the center, as if it were a hearth, or fireplace, bringing families together".
At IFA 2009, the future evolution of the digital hearth is being unveiled. Yes? Yes? What is it? Ah, it's 3D Full HD. The dawn of a new era.
He says that reality has always been the goal with TV. "3 major shifts in TV development: B&W, Color, Digital HD, Full HD, It started with small screen sizes, moved to medium sizes, and now we have the accelerating shift to large screen sizes, which has developed hand in hand with the growth of home cinema. But one unresolved issue exists: in real life, everything is 3D, but actual TV pictures are flat and 2D. People might find it something different from reality. However, this is about to change dramatically. Panasonic's 3D can deliver the reality of the 3D world with natural 3D visuals to create a new historical trend. Next year, TV will change dramatically."
9:18am
So how does this system work?
Two key technologies: the first is the adoption of frame sequential technology. This delivers full HD content on two separate alternating channels at double frame rate to each eye, to allow the viewer to clearly see integrated full 3D HD content. The second is achievied by utilizing PDP tech, "which as we all know, means excellent motion image response with short after-images". Sorry LCD - it looks like Panasonic has left you out in the cold. You are not fast enough for the 3D party.
Next strength: end to end capability from shooting to watching. Panasonic can provide the entire process. Next year, Panasonic will become the first brand to introduce a 3D TV and Blu-ray Disc player. From VHS to DVD to Blu-ray, Panasonic has always lead the way in developing video standards. Both BD [the Blu-ray Disc Association] and HDMI [HDMI LLC?] are adopting Panasonic's 3D concept.
Panasonic are the only AV manufacturer that has an R&D facility in Hollywood and they have been encoding and authoring BD titles on behalf of Hollywood studios. [Panasonic Hollywood Laboratory have encoded and authored titles like the Kill Bill movies, Firefly, and Pirates of the Caribbean, to name but a few. --David]
A video plays with triumphant musical accompaniment. "Ladies and gentlemen, please step into the 3D world! This is our new path to the future. Here are some examples you can feel. On the moon, you can feel as if you were standing there. At the boxing match you will feel as if you were there, giving the knockout. At the football match, you will shoot the goal. At the splendid concert night, be a part of the orchestra. In conclusion, this is a new vision era that 3D and Panasonic will bring. It will surely change people's lifestyles - TV will not be osmething you watch, it will be something you can feel".
9:23am:
Our next guest will tell us about the 3D standardization proces and will introduce new Panasonic BD products. It's Mr Mamoru Yoshida, Senior VP of AVC Networks Company.
Panasonic is one of the BDF [Blu-ray Disc Founders]. It has strongly promoted BD with continuous innovation. BD will be core to 3D.
Double-speed is necessary for processing 3D video. The powerful Uniphier engine will process full HD picture at double speed, allowing video for both eyes to be delivered. Next year, 3D BD Player and Recorder are coming. Of course, this will expand in the future.
BD recorders positioned as "HD Value Box" - the core of HD archiving for digital hearth.
2 new BD recorders for Germany: one is the DMR-BS850 which is already released in the UK.
A lot of talk follows about the LUMIX Digital Camera range. That song from Kill Bill plays and a girl walks out to show off, uh, the camera. Mr Yoshida and another model stand and show off the cameras, too.
The LUMIX GF1 product concept: it's a well built compact camera with interchangable lenses. It can record 720p movies. It comes in 4 colors (aah, the choices). Thanks to various lens mount adapters, the choice of lenses will be large. I want one.
9:36am:
A very special guest is about to appear.
It's going to be James Cameron, isn't it?
9:37am:
Time to watch the trailer for AVATAR. In 2D, no less. The guest is totally going to be James Cameron.
9:40am:
You're never gonna believe who the guest is... It's
John Lander, producer of AVATAR.
The two have a pre-rehearsed, natural conversation. Mr Lander loved the company's portable DVD Players and his family loves Panasonic. He explains what AVATAR is about. It's a love story and our hero saves the planet. "So it's about morals? Ethics?" "It's about ideas for life". John, you cad. I see what they made you say there!
"3D for us is not an excuse to make a movie. We're making a movie beacuse Jim wrote a great script... The screen disappears, and you are part of the world that we created".
9:45am:
We have to run to get to the Samsung press conference! We'll check out the 3D products over the next few days.
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