Panasonic interview about the S9

Kitamura interviewed Panasonic manager Mr. Keita Tsuji. This is the google translated content:

– What is the biggest selling point of the LUMIX S9?

Let me start by explaining the most noticeable feature: the small, lightweight body and a design never seen in the S series before. Not only will it allow entry-level photographers to easily try out photography with the camera, but it is also packed with functionality without compromise so that it can be used as a sub-camera for those who enjoy photography on a regular basis. In addition, the new app “LUMIX Lab” that will be released at the same time has been enhanced for editing and smartphone connectivity, and LUMIX’s unique real-time LUT function has also been enhanced, so I think this is a camera that can be used by a wide range of people.

– What was the most important aspect of the development concept?

As mentioned above, we aimed to create a camera that many people could easily use on a daily basis, so we focused on three important points: a small, lightweight size, a good combination of design and functionality, an affordable price, and compatibility with smartphones.

– Please tell us how you came to develop this full-frame entry-level camera.

Starting with the S5, we have been developing low-priced full-size machines, and we have expanded the S series lineup to popularize the L mount. The S5II, released in 2023, has been welcomed by many creators as a camera that can be fully used for professional use in both photography and video, but on the other hand, the camera performance of smartphones has become extremely high-performance. As a result, we are beginning to see an issue in which the entry level of cameras is decreasing.
People who take photos and videos with their smartphones on a daily basis may pick up a camera to express themselves even further, and we have created a full-size entry model that allows them to easily enjoy shooting. The current S9 was developed with this goal in mind.
Our basic goal is to “achieve expressiveness that cannot be captured with a smartphone,” and we pursue “smaller, lighter weight, and price ranges” that are easier for entry-level users to pick up, as well as “changes in design.” Development proceeded.

– Please tell us the purpose of using the high magnification lens S-R28200 (LUMIX S 28-200mm F4-7.1 MACRO OIS) in the lens kit configuration.

Entry level cameras often come with a W-zoom kit configuration that includes one standard and one telephoto lens, but we chose the S-R28200 because we wanted you to have a wide range of shooting experiences with just one lens. Enjoy telephoto photography that only a single-lens camera can provide.

–What was the most challenging aspect of developing the smallest S series camera to date?

The key is to achieve both miniaturization and performance. It’s not just a matter of making it smaller; we also take into account the concept of this model when deciding on the specifications. At LUMIX, we consider “image quality,” “AF,” and “image stabilization” to be particularly important among all elements, and we believe these are LUMIX’s strengths. Therefore, we proceeded with development from the perspective of “How much smaller and lighter can we make it while ensuring that these three points are equivalent to the S5II in terms of performance?” As a result, by eliminating the viewfinder and mechanical shutter, we were able to reduce the weight of the camera to approximately 403g.

– What are the aims of offering the first color variations and exterior reupholstering service for the LUMIX S series?

The body is black and dark silver, and the exterior is available in three colors: dark olive, night blue, and crimson red, and you can freely mix and match each color. We believe that users will be able to use the camera with more love by customizing it to their favorite color. Please enjoy taking pictures with your own camera.

— With something this compact, one wonders about basic performance. Are the AF performance and image stabilization functions inferior to previous models?

It is the first full-frame LUMIX camera to use a flat design, making it a compact and lightweight camera, but as mentioned above, it has the same functionality and performance as the S5II. AF has the same functionality as the latest firmware update (as of May 2024). Specifically, the number of “cars and motorcycles” targeted by recognition AF has increased, and its accuracy has also improved. Furthermore, the camera shake correction is equipped with image plane phase detection AF like the S5II, and the video walking correction (E.IS) that has been updated recently (as of May 2024) is better than the S5II when it was first released. It is in a strengthened state.

– How about the image quality?

Like the S5II, it is equipped with a new generation Venus Engine and a 24.2MP full-size sensor, so it achieves the same image quality as the S5II, including detail processing, noise reduction, and of course color expression.

– What is the newly added video file format MP4Lite?

The background to the S9 is that it is a camera designed for use in situations such as “recording small moments in daily life and uploading them to social media.”
Therefore, we developed MP4 Lite as a mode that allows you to handle data as lightly as possible, in response to the issue that it takes time to transfer large amounts of video data. Also, while the aspect ratio of videos is usually 16:9, we thought that many people would like to upload videos to social media in the same 3:2 aspect ratio as photos, and apply various processing to them. Therefore, in order to increase the freedom of aspect ratios, we have improved it so that the 3:2 aspect ratio that was previously only possible with MOV can also be used with MP4 Lite.

-Although it is not a new feature, it was announced that real-time LUT also has evolution points.What kind of evolution points are there?

There are three major evolution points.
– Addition of real-time LUT button
– Expansion of adjustment parameters
– Newly developed app “LUMIX Lab”
Real-time LUT has been well received by users, but it has evolved to be easier to use and expand the range of expression. . By installing a LUT button on the back of the camera, you can enjoy shooting by applying LUT more directly. Additionally, three types of Sample LUTs have already been registered, so you can enjoy shooting with real-time LUTs immediately after purchase.
In-camera adjustment parameters have also been expanded, allowing for a wider range of in-camera adjustments. It also supports LUT density adjustment and layering, expanding the range of expression infinitely. With the newly developed app, it is now possible to create LUTs within the app, which previously required work on a PC, and the created LUT files can also be transferred to the camera using the app. Since operations can be completed with just a smartphone and camera, it is possible to create and adjust LUTs to suit the occasion even on the go.

– Is it correct to understand that it is an ultra-compact and lightweight lens developed for LUMIX S9?

This lens was born as a lightweight and thin design to match the S9. This lens is fixed at F8 and has manual focus only. This is because the camera performance of smartphones and the AF performance of cameras have improved in recent years, and it has become an era where anyone can easily take high-quality photos with a focus and a blurred background. At the same time, film cameras and old compact digital cameras have become popular again, so we believe that there are ways to play such as “facing the subject carefully and taking pictures” and “enjoying pictures that are a little blurry but have a good expression in some way.”
Since the S9 targets entry-level users, we have prepared the 26mm F8 as a small, thin lens that allows you to experience the fun of shooting in a different way from conventional lenses, from the perspective of a different lens lineup than before.
This time, we will also be running a campaign to give this S-R26 lens to those who purchase the S9. In addition, we will be holding a photo contest on X limited to the combination of S9 and S-R26, so we hope you will upload and share the data you have taken on SNS etc.

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Lumix S9 preorder links:
US&CA at Amazon, BHphoto, Adorama, BestBuy, Panasonic US shop
EU at FotoErhardt, FotoKoch, Calumet, WexUK, Panasonic UK shop.

18-40mm and 26mm reorder links:
18-40mm f/4.5-6.3 at BHphoto, WexUK.
26mm f/8.0 at BHphoto, Adorama, Panasonic US, FotoErhardt, Fotokoch, Calumet, WexUK, Panasonic UK.