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Panasonic Canada introduces the Lumix DMC-GF7

A Digital Single Lens Mirrorless (DSLM) Camera with Modern “Selfie” Capabilities

Panasonic Canada is pleased to announce a new Digital Single Lens Mirrorless (DSLM) Camera, the DMC-GF7 (GF7). The GF7 offers modern selfie shooting features – one of the world’s most powerful trends – in a classic styled camera featuring a 180-degree flip-up monitor and a variety of creative functions. The GF7 will be available at and at select Canadian photo retailers starting in April. It will have a manufacturer’s suggested price of $699.

The rear monitor is a 3.0-inch 1,040K-dot touch screen LCD. It offers not only high visibility but also intuitive operation with touch control. The monitor tilts up to approximately180-degrees and puts the camera into Self Shot Mode automatically. The Self Shot Mode enables a variety of functions for selfie photo taking including Face Shutter, Buddy Shutter and Beauty Modes. With Wi-Fi® connectivity, users can connect the camera to their smartphone / tablet with ease to expand shooting flexibility.

Smartphones and tablets can also be used as remote shutters with monitors. With the Instant Transfer function, photos are automatically sent to the smartphone / tablet immediately after shooting and both photo and video can be archived to a computer via a wireless access point (router). Another advanced feature of the GF7 is Jump Snap, which lets users photograph themselves in motion, for example jumping in the air, using a Wi-Fi enabled remote control function. The camera is first pre-positioned and the subject stands within shooting range. Users hold their smartphone in their hand or pocket and then the smartphone detects the highest position when they jump and releases the shutter of the camera, capturing the perfect shot.

The photographic performance of the GF7 is excellent for photo enthusiasts of all levels of expertise. It enables the end-user to capture high-quality images with real-life details through high resolution image rendering and colour reproduction. Taking full advantage of a 16.00-megapixel Digital Live MOS Sensor and a Venus Engine, images are produced with sharp resolution even when exposed in low-light situations when ISO 25,600 is selected.

The Contrast AF System of the GF7 excels in both speed and accuracy by exchanging the digital signal between the camera and the lens at max. 240 fps. A variety of extensive AF functions including Face/Eye Detection AF, Low Light AF, Pinpoint AF and One-shot AF enhance usability to help in a wide-range of shooting situations.

The GF7 also features full HD 1920 x 1080, 60p (60 Hz) high-quality video recording in AVCHD progressive and MP4 modes with stereo sound. The practical full-time AF and tracking AF are available in video recording as well. The cinema-like 24p video with the bit rate of max. 24 Mbps provides richly expressive footage with stunning image quality. The GF7 features a new video recording option called Snap Movie Mode which lets users record video in designated short periods of time (2/4/6/8 sec.) as they shoot “moving photos.” You can then combine all of this footage into one longer movie via your smartphone or tablet and instantly share to your social networks.

Last but not least, the iA(Intelligent Auto) mode and the Scene Guide make the GF7 easy to use even for beginners. Ever popular Portrait, Child, and Scenery modes have dedicated shortcuts on the dial.

Available in Black/Silver, Tan/Silver and White/Silver with a 12-32mm kit lens, the GF7 boasts a sleek, stylish profile in a traditional camera design. Its small size and lightweight body make it ideal for travel and allows users to enjoy creative, high quality photography with the unlimited potential of an interchangeable lens system camera.

1. A New Hands-Free Selfie
In Self Shot Mode, Face Shutter and Buddy Shutter are integrated for an automatic shutter release. The shutter is triggered when the face is covered with a waving hand or when two faces come closer together in a frame.

2. Ultimate Picture Quality Goes Beyond Expectations
The GF7 incorporates a 16.00-megapixel, large Digital Live MOS Sensor with a Micro Four Thirds system standard that achieves both higher resolution and higher sensitivity image recording with less noise. The photodiode in each pixel is enlarged thanks to the adoption of cutting-edge Semiconductor Fine Technology to improve colour saturation and the redesigned on-chip lens enhances light condensation to achieve high sensitivity. Noise generation is minimized in both pixel circuit and digital signal readout circuits to provide an excellent S/N ratio.

The Venus Engine makes it possible to remove large blocks of noise which were formally hard to detect and helps produce clear, smooth images especially when used for nighttime photography. In addition, the Multi-process NR (Noise Reduction) works in two separate steps allowing even finer control over noise level, resulting in a the improved reproduction of a smooth complexion even in high sensitivity recording.

3. High Level AF Performance 
All LUMIX G cameras, including the new GF7, use Contrast AF for their focus systems. Compared to the phase difference system, Contrast AF boasts higher accuracy especially when shooting with a fast lens with a small F value. The GF7 features high-speed Light Speed AF, making it possible to capture even fast-moving subjects clearly. Not only the accuracy but also the speed of AF in the GF7 surpasses the high-end DSLRs with phase difference. The camera and the lens exchange the digital signal at max. 240 fps to minimize the time required to focus. The GF7 has high speed burst shooting at approx.5.8 fps (AFS) / approx.5 fps (AFC, 1-area AF) in 16.00-megapixel and max. 40fps using an electronic shutter.

4. Easy Wireless Connectivity via Wi-Fi® with Smartphones
The GF7 integrates Wi-Fi® connectivity (IEEE 802.11 b/g/n) to offer a more flexible shooting experience and instant image sharing with easy operation. Once Panasonic’s dedicated application software, Panasonic Image App for iOS / Android, has been installed to the smartphone/tablet device, users can shoot / browse / share images remotely.

5. Full-HD 60p (60Hz) High Quality Video Recording Performance
The GF7 records stunningly smooth, high-resolution full-HD 1,920 x 1,080 60p (60 Hz) videos in AVCHD Progressive or MP4 (MPEG-4 / H.264) format. The GF7 also supports 1080/24p native mode with 24 Mbps in AVCHD format bringing impressive afterimage to the footage. The full-HD 1,920 x 1,080 60p (60 Hz) video can also be recorded in AVCHD progressive / MP4 at 28 Mbps. Thanks to optimum pixel-mix technology, which is made possible by the improvement of sensor sensitivity, sharpness and clarity are improved in video, too.

In addition to the practical full-time AF, the Touch AF in video recording also lets users enjoy professional-like rack focusing. The AF Tracking locks on the subject, even as it moves.High quality sound can be recorded with Dolby® Digital. A Wind Cut function is also available to block out most background noise. The Extra Tele Conversion function virtually extends the zoom range (Max. 4.8x) without deterioration of image quality in smaller resolution.

A subsidiary of Panasonic Corporation of North America, Panasonic Canada Inc. provides a broad line of digital and other electronics products and solutions to meet consumer, business and industrial needs. Consumers seeking more information on the company’s products can visit Panasonic’s home page at

Lindsay Barnes - Environics Communications
Stephanie Dale - Environics Communications