40 megapixel Hasselblad H4D-40 camera
The new True Focus feature is a further refinement of Hasselblad’s segment leading Auto Focus system that makes accurate near field composing substantially easier for photographic professionals. Hasselblad is targeting the H4D-40, which features a 33×44 mm CCD sensor with 40 million pixels and provides almost twice the capture area of the largest 35mm DSLR sensors, towards high-end 35mm professionals. “Most high-end photographers understand the advantages that a Medium Format system has over smaller formats,” explains Hasselblad CEO Larry Hansen, “but many younger photographers have never been exposed to larger format photography. Most everyone in the photographic world is aware, for example, of the dramatic developments that have taken place in the 35mm in recent years,” he continues, “but there many of the younger generation of shooters are not aware of the fact that Medium Format DSLRs have evolved equally dramatically, maintaining - and even in some cases increasing - the quality gap that has historically existed between small format and larger format systems.”
Hasselblad H4D-40 features new True Focus AF system
"The fact that our large sensors have millions of pixels more than 35mm sensors is known, for instance,” Hansen continues, “but the superior image quality that results, in terms of color, detail, and clarity, is not as well known. Likewise, many photographers are not aware of the fact that the larger format of the H System cameras provides a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect. When combined with True Focus, this opens enormous creative possibilities and technical accuracy. Add to this the modularity of the Hasselblad H4D-40 with its choice of bright image viewfinders and an extensive accessories program, and you get a feature set that makes a Hasselblad system, today, more than ever, a crucial component of any professional photographic toolbox.”
Hasselblad H4D-40 low noise filters
Features such as new low noise color filters of the Hasselblad H4D-40’s sensor and the high performance HC/HCD lens line, provide the basis for increased clarity and increased depth of field. The Hasselblad Natural Color Solution (HNCS) achieves consistent color reproduction using a single color profile, and digital lens correction (DAC), perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting, or chromatic aberrations. The Hasselblad H4D also comes bundled with Hasselblad’s new Phocus 2.0 imaging software, featuring a dramatically reduced learning curve, enabling the average photographer to be up to speed in less than 30 minutes, and a feature set that matches the industry standards defined by Adobe and Apple.
Hasselblad H4D-40 medium format camera
“We are thrilled to be able to announce the introduction of the Hasselblad H4D-40,” continues Hansen, “and look forward to welcoming a new generation of 35mm photographers as they step up to a higher level of image quality and begin to explore the creative possibilities provided by a Hasselblad system. With the H4D-40, photographers get a camera that is as easy to use - or even easier - than a high-end 35mm DSLR, but that comes with the famed Hasselblad image quality - larger lenses and sensors, more advanced optics, increased resolution and clarity, and all the other benefits of Hasselblad’s Medium Format DSLRs.”
Time for 35mm photographers to try the Hasselblad H4D themselves
"For over half a century," Hansen concludes, "Hasselblad cameras have been the choice of the most discerning professionals and the reason for that loyalty has not changed - at Hasselblad, image quality always comes first. We will continue to pursue image quality perfection and will continue to provide the ultimate imaging tools for any application where image quality is important. And in the upcoming months we will do our best to see that as many 35mm photographers as possible get the opportunity to try these amazing products for themselves."
Canon have announced cashback offers on three of their EOS DSLR camera range. Valid until 12th January 2009, there’s £30 / €40 off the EOS 1000D (pictured) with 18-55 IS kit lens, £50 / €65 off the EOS 450D, and £60 / €75 off the EOS 40D. Participants must be resident in the European Union, and the offer only applies to purchases made between Monday 15 September 2008 and Monday 12 January 2009. 
The WPPI 2009 photography show takes place in Las Vegas from February 14th-19th. Aimed at wedding and portrait photographers, WPPI 2009 will be held in 600,000 sq ft of classroom and exhibition space at the MGM Grand Hotel & Conference Center. Centered around the theme “A World of Photo,” the WPPI `09 program features 350 leading manufacturers and exhibitors as well as photography training. “WPPI offers innovative ways to expand your business with the skills you need to compete in today’s challenging market along with skills to enhance your productivity. With almost 350 tradeshow exhibitors, and over 130 educational classes you can’t afford to miss WPPI ‘09,” states Rangefinder Publishing President, Skip Cohen. 
