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Hasselblad H4D-40

Mark Peters
PMA 2010 Report
Friday 5th, February 2010
Posted by: Mark Peters

The announcement of Hasselblad’s H4D line of cameras and True Focus technology heralded the beginning of a new chapter in the history of medium format DSLRs. Now, with the launch of the H4D-40, Hasselblad is announcing its intent to bring the advantages of Medium Format DSLRs to high-end 35mm photographers. Hasselblad, world leading manufacturer of high-end digital camera systems, announced today the launch of a new product, the Hasselblad H4D-40, the most recent addition to the company’s new H4D camera line. The Hasselblad H4D line, built upon Hasselblad’s successful H3D-II series, adds faster capture rates, higher ISO ratings, up to 4 min exposure times, and the new True Focus feature.

Hasselblad H4D-40

40 megapixel Hasselblad H4D-40 camera
The new True Focus feature is a further refinement of Hasselblad’s segment leading Auto Focus system that makes accurate near field composing substantially easier for photographic professionals. Hasselblad is targeting the H4D-40, which features a 33×44 mm CCD sensor with 40 million pixels and provides almost twice the capture area of the largest 35mm DSLR sensors, towards high-end 35mm professionals. “Most high-end photographers understand the advantages that a Medium Format system has over smaller formats,” explains Hasselblad CEO Larry Hansen, “but many younger photographers have never been exposed to larger format photography. Most everyone in the photographic world is aware, for example, of the dramatic developments that have taken place in the 35mm in recent years,” he continues, “but there many of the younger generation of shooters are not aware of the fact that Medium Format DSLRs have evolved equally dramatically, maintaining - and even in some cases increasing - the quality gap that has historically existed between small format and larger format systems.”

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Hasselblad H4D-40 features new True Focus AF system
"The fact that our large sensors have millions of pixels more than 35mm sensors is known, for instance,” Hansen continues, “but the superior image quality that results, in terms of color, detail, and clarity, is not as well known. Likewise, many photographers are not aware of the fact that the larger format of the H System cameras provides a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect. When combined with True Focus, this opens enormous creative possibilities and technical accuracy. Add to this the modularity of the Hasselblad H4D-40 with its choice of bright image viewfinders and an extensive accessories program, and you get a feature set that makes a Hasselblad system, today, more than ever, a crucial component of any professional photographic toolbox.”

Hasselblad H4D-40 low noise filters
Features such as new low noise color filters of the Hasselblad H4D-40’s sensor and the high performance HC/HCD lens line, provide the basis for increased clarity and increased depth of field. The Hasselblad Natural Color Solution (HNCS) achieves consistent color reproduction using a single color profile, and digital lens correction (DAC), perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting, or chromatic aberrations. The Hasselblad H4D also comes bundled with Hasselblad’s new Phocus 2.0 imaging software, featuring a dramatically reduced learning curve, enabling the average photographer to be up to speed in less than 30 minutes, and a feature set that matches the industry standards defined by Adobe and Apple.

Hasselblad H4D-40 medium format camera
“We are thrilled to be able to announce the introduction of the Hasselblad H4D-40,” continues Hansen, “and look forward to welcoming a new generation of 35mm photographers as they step up to a higher level of image quality and begin to explore the creative possibilities provided by a Hasselblad system. With the H4D-40, photographers get a camera that is as easy to use - or even easier - than a high-end 35mm DSLR, but that comes with the famed Hasselblad image quality - larger lenses and sensors, more advanced optics, increased resolution and clarity, and all the other benefits of Hasselblad’s Medium Format DSLRs.”

Time for 35mm photographers to try the Hasselblad H4D themselves
"For over half a century," Hansen concludes, "Hasselblad cameras have been the choice of the most discerning professionals and the reason for that loyalty has not changed - at Hasselblad, image quality always comes first. We will continue to pursue image quality perfection and will continue to provide the ultimate imaging tools for any application where image quality is important. And in the upcoming months we will do our best to see that as many 35mm photographers as possible get the opportunity to try these amazing products for themselves."

Hasselblad H4D-40 price & availability
Hasselblad is launching the H4D-40 worldwide via a series of dealer demonstrations and events in the Americas, Europe, and Asia. The Hasselblad H4D-40 starts at 13,995 Euro for camera body, viewfinder, and 80mm lens, and is available for immediate shipping.

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).