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Orlando, FL - Hasselblad kicked off the global partner conference Friday, September 25th in celebration of the 40th Anniversary of NASA's Apollo 11 mission to the moon.

CEO Christian Poulsen opened the day's sessions and remarked, "raising the standards of cameras raises the capabilities of the photographers" and discussed the importance of promoting high-end photography in conjunction with product marketing to "demonstrate what is possible for photographers to achieve."

Then, Mark Duhaime and Peter Stig went through a series of "myths" that are popular in the market about Hasselblad and busted each one in a clever, but revealing method. Ove Bengston discussed the Hasselblad lens history, beginning with Kodak lenses, then progressing through Carl Zeiss, Rodenstok, Schneider, and finally Fuji with each being better or equal in performance than predecessors, adding that "we have become exceptionally good at learning how to communicate lens specifications with the world's finest lens manufacturers."

The afternoon brought new technology announcements by Mr. Poulsen including the new Phocus 2.0 RAW development software with increased tethered speed and detail zoom window (a popular request for quickly checking focus anywhere on the RAW image without panning or zooming.) Other enhancements include floating tool windows and a new way to configure the Phocus interface for only a few commands such as import, process, and export for simple operation -or- operations ideal for a studio application (Live video, camera focusing control, etc.)

Peter Stig, Product manager stated, "Phocus can now behave as the user intends - from the new user to the most advanced digital assistant or demanding photographer." For example, when a CF card is inserted, Phocus can automatically know that images should be imported, JPEGs created for contact sheet and all images copied to a redundant RAW folder - automatically - freeing the photographic workflow for other duties or creative time.

Of course, Hasselblad has been very busy in R&D. Enter the H4D:

And a new patented technology named "True Focus" is developed to address the areas where multi-point auto-focus has not yet solved. Current multi-point auto-focus technology is limited to about 25-30% of the area in the center of the viewfinder and becomes increasingly difficult (and inaccurate) moving further away from the center of the image.

True Focus uses the intended focus from the photographer, on the eye of the model for example, and when the camera is moved to recompose for the entire face or torso, a sensor detects the angle and position of movement to correctly keep the focal plane in focus at the time of the actual shot. Without this technology, the focal plane that is correct for the eye, is not the same plane once the camera is moved down or away and is out of focus at the final shot. Just good old trigonometry from high school (again!) We will cover True Focus in detail in another article.

More information about the Hasselblad H4D and True Focus

The evening concluded with a remarkable visit to NASA's Kennedy Space Center, dinner under a full-size Saturn V rocket, and an incredible address by Astronaut Buzz "Rocketman" Aldrin. It was difficult not to be impressed by his personal accomplishments and the technical capabilities of 40 years ago where over 2 million components (systems) worked together for the first time to place mankind on another heavenly body and return safely. Truly humbling even with the best technology available today.

Are you shooting with the Hasselblad "V" system? These cameras are present in over 70% of North America's professional market and Hasselblad has developed the lens corrections for both C and F/FE lenses when using the Hasselblad CFV-39 (the 39 megapixel digital back for V-systems that shoots square or rectangular.)

More articles to follow - be well! Shoot with the best - John

Hasselblad owners, check out Nick T's detailed coverage of the event at http://www.hasselbladdigitalforum.com