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The Hasselblad 907X 50C camera is so different from the sorts of cameras most of us shoot with, I feel like I almost need a new vocabulary to describe it. If a visitor from Area 51 handed me the device used on their planet to take pictures, I’d expect it to strongly resemble this ‘blad. It is at once familiar and yet radically different. Using it made me feel like I was at Disney’s World of Tomorrow exhibit, sampling the future and finding it surprisingly intuitive.

Hasselblad has just announced a brand new medium format camera body: the Hasselblad H5X. The new H5X has been introduced, primarily, as an upgrade for photographers who use the older H1, H2, H2F and H4X but may now want the H5’s upgraded capability, Hasselblad said in making the announcement. The company also forsees the H5X being used as a backup body for photographers who already own the H5D.

The Hasselblad H5D-50c has been revamped, offering a new built-in Wi-Fi module that allows users to connect Hasselblad’s Phocus Mobile software (via an iPhone or iPad) directly to the camera, enabling photographers to browse their images and control the camera without the need for a computer. Designed for flexibility and ultimate image quality, the updated model offers all of the functionality of its sibling including a 50-megapixel CMOS sensor and high ISO performance (ISO 100 - 6400).

Hasselblad has just launched the A5D, the company's newest medium format camera system for aerial photography. Designed to deliver high image quality and reliability, the Hasselblad A5D is available in three sensor sizes: 40, 50 and 60 megapixels. The sensor options include the CCD-based A5D-40 and A5D-60, and a CMOS- based A5D-50.

Hasselblad has announced the launch of a new generation of raw processor, workflow
and camera control software, Phocus version 1.0 for Mac. Providing the ultimate
processing tool for Hasselblad digital images, the new Phocus RAW processor
is said to deliver perfect colors through the Hasselblad Natural Color Solution,
and includes digital lens corrections for color aberration, distortion and vignetting
(DAC I, II and III). Another key advantage and designed to save hours of post-production
work, Phocus's leading edge moiré removal technology allows image
detail to be preserved, even on extremely high resolution images. By automatically
removing moiré directly from the raw data, image quality remains intact,
while any need for special masking selections or other manual procedures is
eliminated.

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Hasselblad's H3D-II offers users a choice of 22, 31 or 39 megapixel capture
units using CCD image sensors up to 48x36 mm -- the largest currently available
and more than twice the size of even the largest 35mm camera sensors. The H3D-II
now has a large, bright 3" display, which affords both improved viewing
of captured images and lower power consumption.

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Chris Russell-Fish, Hasselblad’s Global Sales and Marketing Director said: “This is a very exciting project for us, our customers and trade partners like broncolor, Epson and SanDisk”.

“We are working with award-winning digital specialists Skylab to produce a comprehensive standalone platform – primarily an education and research tool of ‘all things Hasselblad’. It will be easy to use but with all the appropriate functionality, including options to download PDF information photographers may find useful after browsing a particular video.”