The Ultimate DSLM (Digital Single Lens Mirrorless) Camera in Premium Flat Body
New LUMIX DMC-GX7 Packing a Host of Creative Functions for Photography Enthusiasts

Petaling Jaya, 10 September 2013 – Panasonic is pleased to announce a new addition of LUMIX G Digital Single Lens Mirrorless (DSLM) Camera DMC-GX7 featuring high photographic performance and sleek design with tiltable LVF (Live View Finder).

Panasonic develops new 16.00-megapixel Digital Live MOS Sensor for DMC-GX7 that achieves both higher resolution and higher sensitivity image recording with less noise thanks to the cutting-edge Semiconductor Fine Technology to improve color saturation by approx. 10% and the redesigned on-tip lens enhances light condensation to achieve approx.10% higher sensitivity [FIGURE #1]. Not only these, noise generation is minimized in both pixel circuit and digital signal readout circuit for better S/N ratio by approx.25% making it possible to capture clear image even in low lit situations [FIGURE #2]. The image processor Venus Engine features its advanced noise reduction systems featuring Multiprocess NR (Noise Reduction) and Detail Reproduction Filter Process that enhances the limit resolution. The combination of the digital Live MOS Sensor and the Venus Engine achieves approx.10% finer detail reproduction, making it possible to capture clear image even in low lit situations and allows max. ISO 25600.

The Contrast AF System of DMC-GX7 excels in both speed and accuracy by exchanging digital signal between the camera and the lens at max. 240 fps. A variety of extensive AF functions including Low Light AF (-4EV), Pin-point AF and One-shot AF enhances usability to comply with wide-ranging shooting situations. In Pinpoint AF, picture-in-picture display is available and the magnification ratio of in-frame picture is selectable from 3x to 6x seamlessly. [FIGURE #3]. The One Shot AF function can be allocated to AF/AE Lock Button (AF/MF Switch Lever) for more flexible control over focusing.

The DMC-GX7 incorporates high speed response desired for the digital single lens mirrorless camera, taking only approx. 0.5 sec* to get ready to shoot after startup. The DMC-GX7 also realizes the high speed burst shooting at 5 fps and max. 40 fps using an electronic shutter. Also, AF Tracking enables consecutive shooting to capture moving subject in sharp focus at 4.3 fps.

The DMC-GX7 newly integrates 90-degree tiltable LVF (Live View Finder) with 2764K-dot high resolution and 100% color reproduction** for the first time in DSLM (Digital Single Lens Mirrorleess) cameras*** [FIGURE #4] [FIGURE #5]. This 16:9 Wide Screen LVF boasts approx.1.39x / 0.7x (35mm camera equiv.) magnification and 100% field of view. The tiltable LVF offers extraordinary angle of view with unique shooting style – looking down into the viewfinder to level the camera straight on the subject. It comes with the Eye Sensor that automatically turns ON/OFF according to the photographer’s action. The Eye Sensor AF starts auto focusing by just looking into the LVF not to miss the shooting opportunity. For this viewfinder, Eye Cup DMW-EC1GU made of elastic material is sold separately to enhance comfort in viewing either with naked eye or with glasses. The 3.0-inch large 1040K-dot touch-control rear monitor adopting In Cell Touch LCD also tilts up and down.

Furthermore, the DMC-GX7 allows photographers to use max. 1/8000 fast shutter speed for more impressive expression with high speed lens. The Optical Image Stabilizer (as effective as the MEGA O.I.S. in the conventional DSLM lenses) is built in the camera body, which makes it more enjoyable to mount classic lenses of your lens property. The DMC-GX7 is also compatible with Focus Peaking for more precise control of focusing [FIGURE #6]. In Silent Mode, the camera switches shutter from mechanical to electronic and turns all sound (AF, operation) off while suppress emission of AF assist lamp and flash with just a single setting for special shooting occasions.

At the same time, Panasonic pursuits ease of operation for DMC-GX7. Two separate dials on front and back offer direct control over aperture, shutter speed or exposure, which achieves smooth manual shooting. The Live View function is also advanced digitally making it possible to adjust highlight / shadow separately with the front/rear dial. 3 patterns of settings can be customized in addition to 3 patters of preset. In addition, Fn (Function) tab is newly integrated in menu, which means a total of 9 functions can be assigned (5 in tab and 4 with button).

The DMC-GX7 is capable of recording full HD 1920 x 1080, 60p (60 Hz) / 50p (50 Hz) smooth, high quality video recording in AVCHD Progressive and MP4 with stereo sound. The practical full-time AF and tracking AF is available in video recording, too. The cinema-like 24p video with the bit rate of max. 24 Mbps or P/A/S/M mode provide richly expressive afterimage with overwhelming image quality. The motion picture quality is greatly improved thanks to the new Digital Live MOS Sensor, too.

The DMC-GX7 incorporates Creative Panorama, Time Lapse Shot, Stop Motion Animation or Clear Retouch in addition to the popular Creative Control mode with a total of 22 fascinating filter effects

The DMC-GX7 integrates Wi-Fi^® connectivity (IEEE 802.11 b/g/n) with NFC (Near Field Communication) technology camera to offer more flexible shooting experience and instant image sharing with easy operation. All these flexible shooting / browsing / sharing style are made possible with the DMC-GX7 and the Panasonic's dedicated application software Panasonic Image App for iOS / Android smartphones/tablets.

Dressed in magnesium alloy full diecast frame in black or silver, the DMC-GX7 is a high quality camera in every aspect that has been awaited long by the enthusiastic photographers.

* With H-FS1442A, based on the CIPA standard.

** Based on Adobe RGB color space, Panasonic in-house comparison based on the CIE 1931 x, y color space.

*** As of August 1, 2013.

About Panasonic

Panasonic Corporation is a worldwide leader in the development and engineering of electronic technologies and solutions for customers in residential, non-residential, mobility and personal applications. Since its founding in 1918, the company has expanded globally and now operates over 500 consolidated companies worldwide, recording consolidated net sales of 7.30 trillion yen for the year ended March 31, 2013. Committed to pursuing new value through innovation across divisional lines, the company strives to create a better life and a better world for its customers. For more information about Panasonic, please visit the company's website at http://panasonic.net/.

About Panasonic Malaysia Sdn Bhd

Panasonic Malaysia Sdn Bhd is a sales, service and marketing company for the Panasonic brand of electrical and electronic products ranging from audio visuals, home appliances, air conditioners, digital and video cameras, professional broadcasting equipment, business systems, telecommunications, health and beauty care to batteries and lightings. All Panasonic products are available through our authorized dealers nationwide. For more information on Panasonic brand and products, visit our website at www.panasonic.com/my or call our Customer Care Centre at 03-7953 7600.