Panasonic Canada Announces Much Anticipated Addition to Its LX-Series of LUMIX Digital Cameras



    New LUMIX DMC-LX3 Combines Enhanced CCD Technology, LEICA Lens, and a
    Wide-Range of Manual Shooting Controls For Increased Creativity

    MISSISSAUGA, ON, July 21 /CNW/ - Panasonic Canada Inc. today introduced
the LUMIX DMC-LX3 digital camera, the successor to the highly-regarded and
popular DMC-LX2. Designed for easy, creative shooting and high-performance in
low-light conditions, the DMC-LX3 features a F2.0 24mm LEICA DC
VARIO-SUMMICRON lens, 10.1 megapixels and an ultra-sensitive 1/1.63-inch CCD
developed specifically for this model. By combining a high-quality lens and
sensor ready for a variety of shooting conditions with a wide-range of
accessories and manual controls, the DMC-LX3 is ideal for professional
photographers and serious amateurs looking for a compact digital camera that
furthers their creative photography.
    At the heart of the DMC-LX3 is its 1/1.63-inch CCD. Making the
intentional choice to limit the number of megapixels to 10.1 on its CCD,
Panasonic was able to give more space for each pixel and also redesign the
peripheral circuits and other components to further minimize noise generation.
As a result, sensitivity is almost 40 per cent higher and saturation is
increased by 35 percent, when compared to Panasonic's 10 MP digital
cameras(1), giving the DMC-LX3 outstanding image quality and a wide dynamic
range, and meeting the demand for a camera that works optimally in low-light
environments. The CCD is also capable of reproducing images in three aspect
ratios - 4:3, 3:2 or 16:9. The new Multi Aspect mode enables the camera to
take an image in all three aspect ratios simultaneously, allowing users to
choose the version that best suits their needs.
    "With the strong response towards the DMC-LX2, Panasonic has taken its
technology a step further by upgrading several key components that we think
will make the LX3 another win," said Doug Borbath, Senior Product Manager,
Panasonic Imaging Group. "With the enhanced CCD and extensive manual and
automatic functions, the DMC-LX3 is ideal for photographers looking for a
full-featured compact digital camera with some DSLR-like characteristics and a
wide-range of optional accessories."
    Another major upgrade to the LX3 is the F2.0 24mm ultra wide-angle LEICA
DC VARIO-SUMMICRON lens. The F2.0 is about twice as bright as a F2.8 lens and
can shoot at higher shutter speeds to capture clear, blur-free images in dimly
lit environments. In addition, the 24mm lens captures approximately a
213 per cent larger viewing angle than a normal 35mm camera and 136 per cent
larger compared to a 28mm wide-angle lens. The lens unit consists of eight
elements in six groups with four aspherical lenses with four aspherical
surfaces. As a result of the F2.0 lens, the LX3 produces high resolution and
minimal distortion and artifacts - such as chromatic aberrations, ghosting and
flaring.
    The LX3 also incorporates the Venus Engine IV, which provides more
advanced signal processing technology for producing higher-quality images with
reduced noise in both luminance signal and chromatic signal processing - as
compared to the Venus Engine III. The Venus Engine IV supports high
sensitivity recording, enabling the DMC-LX3 to record at up to ISO 3200 at
full resolution, enough to capture subjects in low lighting without using a
flash(2). The Venus Engine IV also supports a faster response time, allowing
the camera to shoot 2.5 shots per second at full resolution and six shots per
second in High-Speed Burst mode.
    The easy-to-use joystick operation which was featured in its predecessor
continues with the LX3, as its intuitive design makes selecting different
settings on the camera, including focus, aperture and shutter speed - easy and
quick. Other convenient design elements include a switch on the side of the
lens barrel that allows the user to quickly change the focus modes between
Manual Focus, Auto Focus and Macro Auto Focus. When choosing Manual Focus, the
focus distance and the depth of field according to the zoom range and aperture
is also displayed. For setting white balance, the LX3 provides a new colour
temperature display function, and still includes the Two-Axis white balance
adjustment settings offered in previous models. Users can also customize and
store their own personal settings of up to four unique functions and instantly
recall them later using the mode dial.
    Furthering its creative options, the LX3 also features a Film mode with
six colour types and three types of monochrome selections. Much like selecting
from different film types, this function gives the user the flexibility and
creative freedom to take more expressive digital photos. Also, when using the
Multi-film mode, the LX3 produces a maximum of three images from a RAW file
for the user to compare the different textures. Another new feature is the
multiple-exposure feature, which lets the user create artistic photos by
overlaying up to three consecutive images, while still viewing the last image
on the 3-inch LCD screen. The LCD on the LX3 is new and improved with a
460,000-dot high resolution.
    While the LX3 allows full manual control for more advanced photography,
it also includes Panasonic's Intelligent Auto mode (iA), including the new
feature, AF (auto focus) Tracking. AF Tracking automatically tracks the image
subject and locks it into focus, making it easier for anyone to capture sharp,
well-focused photos. The AF Tracking technology also improves face detection
accuracy, allowing for crisp, sharp-focused shots even if the subject moves or
turns their face. Other iA technologies include Intelligent Exposure, Digital
Red-eye Correction, MEGA O.I.S, Intelligent ISO, Intelligent Scene Selector,
Face Detection (up to 15 faces) and Quick AF.
    The DMC-LX3 has the ability to record High Definition (HD) video in
1280 x 720p at 24fps. With the newly added HD component output capability,
still and moving pictures can be viewed by connecting the camera to a TV via
an optional component cable (DMW-HDC2). In addition, the LX3 features Image
Leveling, so when a captured image "leans" to the right or left because the
camera was held at a slight angle when the photo was taken, this feature
rotates the image to straighten it and crops the unnecessary edges.
    A number of accessories are also available to further expand the
flexibility of the LX3 as more than just a typical point-and-shoot camera. The
optional Wide Conversion Lens (DMW-LW46) brings the maximum wide angle to
18mm. Other optional accessories include: ND Filter (DMW-LND46)(3), the new
PL Filter (DMW-LPL46), the high-end aluminum External Optical Viewfinder
(DMW-VF1); the GN22 Compact Flash mounts to the LX3's hot shoe - a new feature
for the LX-Series.
    The Panasonic LUMIX DMC-LX3 will be available in black in August 2008 for
a manufacturer's suggested retail price of $549.99.

    Panasonic imaging products are marketed in Canada by Panasonic Canada
Inc. (PCI). PCI is a principal Canadian subsidiary of Matsushita Electric
Industrial Co., Ltd., (MEI) of Japan, one of the world's largest producers of
electronic and electric products for consumer, business, and industrial use.
All prices are in Canadian dollars. Consumers seeking more information on the
company's products can call Panasonic's Customer Care Centre at 1-800-561-5505
or access Panasonic's home page at www.panasonic.ca.

    (1) Compared with Panasonic LUMIX DMC-FX35 with 1/2.33" CCD.
    (2) In 3-megapixel (4:3), 2.5-megapixel (3:2), 2-megapixel (16:9)
    recording.
    (3) Requires a lens adapter DMW-LA4.

    Manufacturer's suggested prices. Dealer prices may vary. All prices are
    in Canadian dollars. Specifications are subject to change without notice.

    Panasonic and Lumix are registered trademarks of Matsushita Electric
    Industrial Co., Ltd. Leica is a registered trademark of Leica
    Microsystems GmbH. All other trademarks are the property of their
    respective owners.





For further information:

For further information: Nicole Paara, Environics Communications, (416)
969-2831, npaara@environicspr.com; Alex McLellan, Environics Communications,
(416) 969-2774, amclellan@environicspr.com

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