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New H.266/VVC video compression standard will reduce video sizes by up to 50%

09 Jul

A new video encoding standard that reduces video file sizes by 50% is set to become usable by the end of the year, allowing high-resolution footage to be saved with smaller file sizes and to be transmitted in less time. H.266/VVC (Versatile Video Coding) follows on from the current H.265 compression standard and was developed by Fraunhofer HHI alongside companies such as Sony, Apple, Intel, Huawei, Microsoft, Qualcomm and Ericsson.

The idea of the new standard is to compress files so that 4K and 8K footage become easier and quicker to move, particularly over slower network connections. The effect should be that all video footage takes up less space on a memory card and can be copied over to a hard disk in less time, all while using less computer power. That footage can also be posted online, to external storage, sent to a third party or streamed more quickly/easily due to the reduced file size.

The new H.266 standard will also allow systems or locations with poor data rates to receive larger files more quickly, so movies, for example, will buffer less and play more smoothly. Mobile devices will also be able to send higher resolution files, or longer clips, without using so much data.

Fraunhofer says that ‘H.266/VVC offers faster video transmission for equal perceptual quality,’ so we shouldn’t see the difference between files compressed by H.266 and those compressed using H.265. H.265 also halved file sizes when it was introduced, as did the H.264 standard that came before that — and which is still in use today.

The new standard requires new chips to make the most of it, and the press release states that they are already in production and that Fraunhofer will release the software to allow the standard to be used in the autumn of this year. For more information see the Fraunhofer website.

Press release:

Fraunhofer HHI is proud to present the new state-of-the-art in global video coding: H.266/VVC brings video transmission to new speed

After devoting several years to its research and standardization, Fraunhofer HHI (together with partners from industry including Apple, Ericsson, Intel, Huawei, Microsoft, Qualcomm, and Sony) is celebrating the release and official adoption of the new global video coding standard H.266/Versatile Video Coding (VVC). This new standard offers improved compression, which reduces data requirements by around 50% of the bit rate relative to the previous standard H.265/High Efficiency Video Coding (HEVC) without compromising visual quality. In other words, H.266/VVC offers faster video transmission for equal perceptual quality. Overall, H.266/VVC provides efficient transmission and storage of all video resolutions from SD to HD up to 4K and 8K, while supporting high dynamic range video and omnidirectional 360° video.

Today, compressed video data make up 80% of global Internet traffic. H.266/VVC represents the pinnacle of (at least) four generations of international standards for video coding. The previous standards H.264/Advanced Video Coding (AVC) and H.265/HEVC, which were produced with substantial contributions from Fraunhofer HHI, remain active in more than 10 billion end devices, processing over 90% of the total global volume of video bits. Both previous standards were also recognized by collectively three Emmy Engineering Awards for contributing substantially to the progress of television technology.

Through a reduction of data requirements, H.266/VVC makes video transmission in mobile networks (where data capacity is limited) more efficient. For instance, the previous standard H.265/HEVC requires ca. 10 gigabytes of data to transmit a 90-min UHD video. With this new technology, only 5 gigabytes of data are required to achieve the same quality. Because H.266/VVC was developed with ultra-high-resolution video content in mind, the new standard is particularly beneficial when streaming 4K or 8K videos on a flat screen TV. Furthermore, H.266/VVC is ideal for all types of moving images: from high-resolution 360° video panoramas to screen sharing contents.

“After dedicating almost three years toward this standard, we are proud to have been instrumental in developing H.266/VVC,” says Benjamin Bross, head of the Video Coding Systems group at Fraunhofer HHI and editor of the +500-page standard specification of H.266/VVC. “Because of the quantum leap in coding efficiency offered by H.266/VVC, the use of video will increase further worldwide. Moreover, the increased versatility of H.266/VVC makes its use more attractive for a broader range of applications related to the transmission and storage of video.”

“If you consider that Fraunhofer HHI already played a key role in the development of the previous video coding standards H.264/AVC and H.265/HEVC, then we are happy with the fact that more than 50% of the bits on the Internet are generated by a Fraunhofer HHI technology,” adds Dr. Detlev Marpe, head of the Video Coding and Analytics department at Fraunhofer HHI.

A uniform and transparent licensing model based on the FRAND principle (i.e., fair, reasonable, and non-discriminatory) is planned to be established for the use of standard essential patents related to H.266/VVC. For this purpose, the Media Coding Industry Forum (MC-IF) was founded. In addition to Fraunhofer Society, the MC-IF now includes +30 companies and organizations. The new chips required for the use of H.266/VVC, such as those in mobile devices, are currently being designed. Dr. Thomas Schierl, head of the Video Coding and Analytics department at Fraunhofer HHI, announced “this autumn Fraunhofer HHI will publish the first software (for both encoder and decoder) to support H.266/VVC.”

Articles: Digital Photography Review (dpreview.com)

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Laowa and Yongnuo to Support Micro Four Thirds Standard

25 Feb

The post Laowa and Yongnuo to Support Micro Four Thirds Standard appeared first on Digital Photography School. It was authored by Jaymes Dempsey.

The Micro Four Thirds standard will see official support from three additional companies.

Last Thursday, Panasonic and Olympus declared that several manufacturers would be joining them in the production of Micro Four Thirds equipment, including Yongnuo and Venus Optics.

You may be familiar with Yongnuo already; in addition to products such as their popular budget flashes (e.g., the YN560 IV) Yongnuo is working on a mirrorless Micro Four Thirds camera, one that sports Android software and features a Canon EF compatible lens mount.

Venus Optics is another company that already produces Micro Four Thirds products, though under the brand name Laowa. You can grab several Laowa MFT lenses, including a budget 17mm f/1.8 prime.

But the announcement from Olympus and Panasonic suggests that we should see a number of additional Micro Four Thirds products coming from both Yongnuo and Venus Optics, potentially bolstering both the MFT lens and camera lineup.

The Micro Four Thirds standard was first unveiled in 2008 when Olympus and Panasonic jointly declared their interest in working “toward commercial production of significantly lighter and more compact interchangeable lens type digital camera systems.”

Since then, we’ve seen the steady production of Micro Four Thirds bodies and lenses from Olympus and Panasonic, including the well-regarded Olympus OM-D series, as well as the Panasonic Lumix DMC-G line. Various other manufacturers have also engaged in MFT production, though in recent years the Micro Four Thirds system has been overshadowed by the rise of ultra-portable smartphone cameras, as well as compact APS-C and full-frame mirrorless bodies.

That said, smartphone manufacturers still have a lot of work to do if they’re ever going to match the quality of an MFT camera. And while mirrorless producers do offer MFT-sized cameras, their lenses struggle to compete with the small sizes and weights of MFT offerings. That’s where the Micro Four Thirds system shines; it includes high-quality camera-lens setups that are more compact than anything offered by the competition.

And given this announcement from Olympus and Panasonic, it’s clear that the Micro Four Thirds standard is alive and well, at least for now.

How do you feel about the expansion of the Micro Four Thirds lineup? Would you consider using a Yongnuo or Laowa camera/lens? Share your thoughts in the comments!

The post Laowa and Yongnuo to Support Micro Four Thirds Standard appeared first on Digital Photography School. It was authored by Jaymes Dempsey.

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Yongnuo, Mediaedge and Venus Optics join Micro Four Thirds System standard

20 Feb

Olympus and Panasonic have teamed up to announce that three more companies have joined the Micro Four Thirds (MFT) System standard. According to the joint press release, Yongnuo, Mediaedge and Venus Optics have joined the standard to make products for MFT camera systems.

For those not familiar with each of the brands, here’s a quick rundown of each. Yongnuo manufactures and sells various lenses, lighting gear and accessories; Mediaedge creates and promotes various video streaming and display systems; and Venus Optics is the parent company behind the Laowa brand, which makes price-conscious lenses and accessories for digital camera systems.

Both Yongnuo and Venus Optics have developed various MFT products in the past, including lenses and even a dedicated MFT smartphone camera add-on in the case of the Yongnuo YN43, so the two companies aren’t exactly new to the system. That said, this partnership will likely streamline the production of future MTF products now that the pair have the support of Olympus and Panasonic backing them.

Press release:

YONGNUO, MEDIAEDGE, and Venus Optics Join the Micro Four Thirds System Standard Group

Olympus Corporation and Panasonic Corporation jointly announced the Micro Four Thirds System standard in 2008 and have since been working together to promote the standard. We are pleased to announce that three more companies have recently declared their support for the Micro Four Thirds System standard and will be introducing products compliant with the standard.

The following companies are joining the Micro Four Thirds System standard group: YONGNUO which develops, produces and sells digital camera switching lenses, performance lighting, video lighting, etc., MEDIAEDGE Corporation, which has been an advocate of video streaming and display system concepts for over 17 years, aiming to produce products that inspire customers, and Venus Optics, the company behind the development and production of LAOWA brand, which produces incredibly practical, cost-effective, and unique products. The possibilities unique to a joint standard are sure to push the enjoyment of imaging ever further.

As the company responsible for initiating both the Four Thirds System and the Micro Four Thirds System standards, Olympus will continue to develop and enhance the product line-up to meet the diverse needs of our customers.

About YONGNUO

YONGNUO regards “reflecting the beauty of the world and writing into a happy life” as the mission of the company. In the field of image in the information society, YONGNUO is a company that integrates the strength of all employees to develop and produce excellent products and make contributions to the society.

YONGNUO Website: http://www.hkyongnuo.com/e-index.php

About MEDIAEDGE Corporation

MEDIAEDGE Corporation has been involved in developing imaging systems for over 17 years, with a track record of sales to various industries and business categories, the support of many loyal customers, and a long history in Japan and around the world. With collaborative development of both software and hardware, the company continues to produce imaging systems that customers can feel safe and sound using.

MEDIAEDGE Corporation Website: https://www.mediaedge.co.jp/

About Anhui ChangGeng Optics Technology Company Limited (Venus Optics)

Anhui ChangGeng Optics Technology Co., Ltd (Venus Optics) was established in 2013. With headquarters in China, we are a leading manufacturer of premium lenses, formed by a group of photography enthusiasts and industry experts. Our mission is to design and create our own portfolio of photographic lenses that are truly unique, practical and affordable.

Venus Optics Website: https://www.venuslens.net/

Micro Four Thirds standard

The outlines of the standard can be found on the following website. http://www.four-thirds.org/en/

Articles: Digital Photography Review (dpreview.com)

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Nikon announces Z 24-70mm F2.8 S – a new standard zoom for mirrorless

17 Feb

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Nikon has taken the wraps off a new standard zoom lens for mirrorless – the Z 24-70mm F2.8 S.

The Z 24-70mm F2.8 S has been on Nikon’s Z-series roadmap since the mount was announced last August, and is being pitched by Nikon as a perfect fast standard lens for the Z6 and Z7, offering a faster maximum aperture and more robust build quality than the more compact Z 24-70mm F4 S.

Compared to the AF-S 24-70mm F2.8 for F-mount, the new lens is 25% smaller and 18% lighter, with a totally redesigned optical formula comprising 17 elements in 15 groups. Two of the elements are Extra Low Dispersion (ED) glass, and four are aspherical. As well as Nikon’s Nano Crystal coating, the 24-70mm introduces a new ‘Arneo’ coat, which is promised to further reduce flare and ghosting. Fluorine coating on the front and rear elements is designed to help make it easier to clean oil and moisture from the outer surfaces of the lens.

Initial sample images from photographer Ami Vitale

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An customizable ‘L-Fn’ button is joined by an OLED panel, which can display various information, including focus distance, aperture and focal length. Also new, a third customizable ‘control ring’ joins focus and zoom rings to provide direct control over various exposure parameters (if desired).

The new Z 24-70mm F2.8 S will ship later this spring, at an MSRP of $ 2299.

Press release:

NIKON UNVEILS THE NIKKOR Z 24-70MM F/2.8 S, A FAVORITE ZOOM LENS REBORN FOR THE Z SERIES

The NIKKOR Z 24-70mm f/2.8 S Implements the Latest Nikon Optical Technologies to Reinvent One of Nikon’s Most Coveted Zoom Lenses for the Full-Frame Mirrorless Z System

MELVILLE, NY (February 13, 2019 at 11:01 P.M. EST) – Today, Nikon Inc. announced the NIKKOR Z 24-70mm f/2.8 S: a much-anticipated, fast-aperture zoom lens that’s ideal for professional and advanced photographers who capture portraits, landscapes, weddings and events, as well as content creators who shoot video using Nikon’s revolutionary new Z Mount System. Designed to take full advantage of the wider, brighter and faster Z Mount, this new S-Line lens delivers stunning sharpness all the way to the corners of the frame, even when used at its maximum aperture.

The NIKKOR Z 24-70mm f/2.8 S is the first NIKKOR lens to use the all new Nikon-designed ARNEO coat, which is used in conjunction with Nikon’s Nano Crystal Coat to significantly minimize flare and ghosting. The lens also includes Nikon’s new Multi-Focus System to help ensure fast and accurate autofocus even when shooting close-up subjects. Additionally, the 24-70mm f/2.8 S is the first NIKKOR Z lens to feature a dedicated manual focus ring independent of the customizable control ring, a Function (L-Fn) button, and an Organic EL Lens Information Panel for quick reference of key settings such as focus distance, depth-of-field, aperture and focal length.

“The NIKKOR Z 24-70mm f/2.8 S is the lens that Z Series users have been waiting for, a lens that many photographers and videographers would never leave home without,” said Jay Vannatter, Executive Vice President, Nikon Inc. “Lightweight and tack sharp, the 24-70mm f/2.8 S is a great example of the outstanding performance and portability that is possible with our next-generation Z Mount System.”

NIKKOR Z 24-70mm f/2.8 S – Performance, Precision and Optical Superiority
The NIKKOR Z 24-70mm f/2.8 S builds on a century of Nikon optical heritage by harnessing the technical advantages of the Z Mount. This type of lens is known as a photographer favorite due to its versatility, useful zoom range, fast aperture and sharpness. Nikon was able to redesign this all-around zoom lens to achieve a new standard of performance, while making it both smaller and lighter—approximately 24.7% lighter and 18.4% shorter than the popular AF-S NIKKOR 24-70mm f/2.8E ED VR lens.

The NIKKOR Z 24-70mm f/2.8 S takes advantage of the latest optical technologies to ensure exceptional control of aberration, ghosting and flare. Featuring an optical construction of 17 elements in 15 groups—including two ED glass elements and four aspherical elements—the lens delivers sharp, virtually vignette-free performance from edge-to-edge across its entire zoom range, even at maximum aperture.

Additionally, the NIKKOR Z 24-70mm f/2.8 S is the first NIKKOR lens to feature Nikon’s all-new ARNEO coating: a multi-layer coating that is used in conjunction with Nano Crystal Coating for superior anti-reflective performance. While Nano Crystal Coat suppresses ghosting and flare coming from backlight at diagonal angles, the ARNEO coat compensates for light entering the lens from vertical angles. This expanded field enables the lens to capture exceptional contrast and sharpness even when the light source is visible inside the frame.

To help ensure fast, accurate and silent autofocus, the NIKKOR Z 24-70mm f/2.8 S combines a powerful stepping motor (STM) with Nikon’s new Multi-Focus System. This system uses two actuators to move two focus groups at once, enabling the lens to achieve critical focus rapidly from nearly any distance, including close-up shooting.

The 24-70mm f/2.8 S is the most customizable NIKKOR Z lens yet. The lens features an Organic EL Lens Information Panel that allows for quick confirmation of aperture and focal length or focus distance and depth-of-field without looking at the viewfinder. For enhanced versatility, the addition of a L-Fn button allows you to set over 20 custom functions when shooting stills. The lens is also the first to feature an independent focus ring in addition to the customizable control ring found on all S-Line lenses, giving professional photographers and videographers more comfortable and convenient control over their shooting experience.

Finally, the NIKKOR Z 24-70mm f/2.8 S was designed to excel at video in addition to stills capture, taking full advantage of the industry-leading video features found in the Nikon Z 6 and Z 7. Its design minimizes focus breathing, preventing the angle of view from changing when the focus is adjusted; the stepping motor and Multi-Focus System ensure fast, accurate and quiet focusing; full compatibility with the built-in 5-axis VR of the Nikon Z System ensures users can capture super-smooth video hand-held; and the customizable control ring, independent focus ring and Organic EL panel give filmmakers even more control over this exceptional lens on-set.

The NIKKOR Z 24-70mm f/2.8 S is destined to be an instant classic—a must-own lens for Nikon Z Series creators of all types.

Key Features:

An indispensable standard zoom lens for professionals, advanced photographers and video creators—ideal for environmental portraits, landscapes, weddings, events, studio and street photography.
Constant f/2.8 aperture throughout the zoom range delivers the subject separation, speed and gorgeous bokeh professionals demand.
Exceptional optical performance achieves edge-to-edge sharpness and minimal aberration in an incredibly lightweight and portable package, thanks to the revolutionary new Z mount.
All-new ARNEO coating works in conjunction with Nikon’s Nano Crystal Coat to minimize ghosting and flare when the light source is within the frame.
Fast, accurate and quiet autofocus throughout the zoom range, thanks to Nikon-designed Multi-Focus System and Stepping Motor.
Built-in Function (L-Fn) button, Organic EL Lens Information Panel and independent focus ring give creators more control over their shooting experience.
Fully compatible with in-camera 5-axis VR found in the Nikon Z 6 and Z 7, providing up to 5 stops1 of image stabilization without adding to the size or weight of the lens.
Optimized for video, with reduced focus breathing, a quiet stepping motor, customizable control ring, and the ability to take advantage of the in-camera 5-axis VR + eVR of the Nikon Z 6 and Z 7.
Designed with consideration to dust and drip resistance, and featuring a fluorine coat that effectively repels dust, water droplets, grease and dirt.

Price and Availability:

The NIKKOR Z 24-70mm f/2.8 S will be available in spring 2019 at a suggested retail price (SRP) of $ 2,299.952.

For more information about this lens, as well as the latest Nikon products including the full Nikon Z Mount System, please visit www.nikonusa.com.

1. Based on CIPA Standard. This value is achieved when FX-format compatible lenses are attached to a FX-format digital SLR camera and zoom lenses are set at the maximum telephoto position.
2. SRP (Suggested Retail Price) listed only as a suggestion. Actual prices are set by dealers and are subject to change at any time.

Nikon Nikkor Z 24-70mm F2.8 S specifications

Principal specifications
Lens type	Zoom lens
Max Format size	35mm FF
Focal length	24–70 mm
Image stabilization	No
Lens mount	Nikon Z
Aperture
Maximum aperture	F2.8
Minimum aperture	F22
Aperture ring	No
Number of diaphragm blades	9
Optics
Elements	17
Groups	15
Special elements / coatings	Four ED and two aspherical elements + Arneo and Nano Crystal coatings
Focus
Minimum focus	0.38 m (14.96″)
Autofocus	Yes
Motor type	Stepper motor
Full time manual	Yes
Focus method	Internal
Distance scale	No
DoF scale	No
Physical
Weight	805 g (1.77 lb)
Diameter	89 mm (3.5″)
Length	126 mm (4.96″)
Sealing	Yes
Zoom method	Rotary (extending)
Power zoom	No
Filter thread	82 mm
Hood supplied	Yes

Articles: Digital Photography Review (dpreview.com)

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Indemnis Nexus parachute for DJI drones is first to achieve crowd safety standard

12 Jan

Indemnis has announced its Nexus parachute system designed for DJI drones is the first to be certified as compliant with the ASTM F3322-18 standard. The system is designed to prevent a faulty DJI drone from free-falling to the ground by deploying a small parachute, which slows the drone’s descent for a safer, more gentle landing.

Both the US and UK require drone operators to get permission before operating a small UAV (sUAV) above a crowd, a limitation that intends to protect innocent bystanders from injury in the event of a drone crash. Waivers are offered on a case-by-case basis by both the US’s FAA and the UK’s CAA, but require operators to show how people below will be protected if the drone experiences a failure mid-flight.

The FAA granted its first waiver in October 2017, when it gave CNN permission to fly a Vantage Robotics Snap drone featuring protective rotor cages over a group of people. A parachute system like the Indemnis Nexus offers a different type of protection, one that is the first ever to meet the international ASTM F3322-18 standard for small UAVs.

The standard covers deployable sUAV parachute systems, including design, fabrication, and testing, and was designed to help drone operators get permission for flying over crowds from agencies like the FAA and CAA.

According to Indemnis, it was required to pass a series of 45 functionality tests spread across five drone failure scenarios. Testing took place at New York’s Griffiss International Airport in a controlled airspace; the Northeast UAS Airspace Integration Research Alliance oversaw the process.

The Indemnis Nexus system is designed to strap onto existing DJI drones, which it monitors using sensors. If the sensors detect a flight disruption, a ballistic launcher deploys a parachute at 90MPH / 144kmh. The tube containing the parachute is designed to inflate in order to protect the parachute from the drone’s rotors and body.

The drone was validated for use with the DJI Inspire 2, but may be offered for the Matrice 200 and 600 series, as well, by the end of the year.

Articles: Digital Photography Review (dpreview.com)

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Video: What is DX encoding and how did it become an industry standard in the analog age?

10 Dec

Have you ever wondered what those silver rectangles on the side of film cassettes are? They’re called Camera Auto Sensing (CAS) codes and they’re part of DX encoding, an industry standard first announced by Kodak in March 1983.

While DX encoding might be common knowledge for some DPReview readers, others — particularly the younger crowd — might not know what DX encoding is, how it works and what it took to become an industry standard.

These exact questions and more are answered and explained by Azriel Knight of the YouTube channel This Old Camera. In the six minute video, the first in a new series he’s calling This Old Camera Xtra, he explains how Kodak introduced DX encoding, the purpose of the individual rectangles and how it became an ANSI and I3A standard that nearly all of the photography industry adopted, even though certain companies were a little hesitant to adopt.

You can find more of Azriel’s videos by subscribing to his YouTube channel or following him on Twitter and Instagram.

Articles: Digital Photography Review (dpreview.com)

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Photokina 2018: Tamron interview – “We have standard three-business-day turnaround for repairs”

01 Dec

Stacie Errera is VP of Marketing and Communications for Tamron USA.

We met with Tamron’s Stacie Errera at Photokina 2018 in Cologne, Germany where we discussed the brand’s unique identity, product development prioritization, future lens plans and the importance of user feedback.

How is Tamron different from other lens manufacturers?

Our focus on customer service at all aspects of the users’ experience makes us different. We’re very focused on education – we like keeping our customers up on the latest techniques to create great photography. So whether it’s in-person workshops, working with our local authorized dealer base to bring workshops to stores, our magazine or our newsletter, we’re very focused on education. We’re also focused on support – all of our products have a six-year warranty. We have standard three-business-day turnaround for repairs with no extra charge for every customer – it doesn’t matter who you are. If you have a lens and you need a repair, you send it in and you get it back within three days. That’s the best in the industry.

We have standard three-business-day turnaround for repairs with no extra charge for every customer

Is Tamron’s three-day repair turnaround for US customers only?

It’s worldwide. Almost all markets now have that. Any place we have a subsidiary, it’s three days and anywhere we have a distributor, it’s mostly three days. This policy actually came as a mandate from our president to increase confidence in Tamron lenses and Tamron customer service.

And our overall philosophy or feeling we want customers to have – which extends into the lens design itself – is a ‘human touch quality’. We want that to extend beyond the product. We strive really hard to work closely with our customers. We hear what they have to say and work with them on social media and in person to give them good service. So I think it sets us apart a little bit, how closely we try to listen to and help motivate and mentor our customers.

The Tamron 28-75mm F2.8 Di III RXD is the most compact F2.8 zoom available for Sony E-mount. Also important: It’s very sharp.

How do customer needs and feedback play into the design and development of new lenses?

We do a few customer surveys a year where we find out what people are looking for. Also any feedback that my tech team or sales team might get is fed to me and then it goes up through the chain. With our subsidiaries, we sit down several times a year and put together our thoughts and make recommendations – these are based off of what people are asking for, what they feel they need and what they feel might be missing from a current lens line. Sometimes people bring up technologies and maybe you’ll think the idea is crazy, but we still pass it on. So we definitely try to pass all that information up to our headquarters.

Who do you see as Tamron’s user base? Is it pros, enthusiast, or a combo of both?

It’s a combo of both. We do several professional tradeshows a year and have very busy booths and a lot of customers there. As we put together our VIP program we’re seeing all the customers who own multiple lenses, so we do have a lot of pros out there. I’d say we’re maybe 60% enthusiast, 40% pro.

We want to make it affordable so [photographers] can have four, five, or six lenses in their bag without going broke

Our enthusiasts, they run the gamut from first entry-level DSLR / ILC users up to serious enthusiast that have been using cameras for 20+ years, many of whom came out of the film days. We really have a wide range of users. And again, just looking at our database with the VIP program – how many people own multiple lenses – we know our users really are gear-intensive customers. They’re into getting new lenses; many update their cameras, then get new lenses to match.

Tell me more about Tamron’s VIP program.

Any customer that registers their Tamron USA lenses purchased after 2011 are eligible for Tamron USA’s VIP program. If they have four lenses, five lenses or six+ lenses there’s silver, gold and platinum VIP.

We just had all our platinum members out at a VIP summit in Santa Fe for four days of seminars and field workshops. They brought their lenses and it’s amazing to see these customers that have lots of gear but continue to get new lenses to make sure they have the right tool for the job. We want to make it affordable for them so they can have four, five, or six lenses in their bag without going broke.

The new Tamron SP 15-30mm F2.8 Di VC USD G2 is the only stabilized F2.8 wide zoom for full-frame DSLRs. It’s also, you guessed it, very sharp.

How important is affordability to your long-term growth and vision for Tamron?

It’s definitely high up there. Our goal is to number one, make sure the lens is high quality. The second goal for us, depending on the category of the lens, is definitely size and weight. So looking at the Sony FE and E-mount, for example, we’re definitely looking at compactness and lightweight designs as key features of those products.

But we also do look to keep the price in an affordable range for the customer. One of the philosophies of the company is we want to make photography accessible for everyone. By having tools that can be more affordable for the photographer, we can expand their bag and make sure they have the right tool for the types of photography they like to do.

One of the philosophies of the company is we want to make photography accessible for everyone

What about for DSLRs, is size and weight still a high consideration?

For both mirrorless and DSLR size and weight are a consideration. For example, the 17-35mm F2.8-4 for DSLRs, it is the lightest and most compact in its class of lenses that are F4 or faster. If you look at the 15-30 F2.8 for DSLR, while it’s definitely a large lens with it’s constant 2.8 aperture, it is still the only lens in the category with stabilization. So it’s not compact, but within the category it still has advantages.

How important a consideration is video when Tamron develops lenses?

It’s a high consideration. We are trying to make sure the motors in our lenses are as silent as they can be. However, depending on who the videographer is and what they’re filming, they may be using manual focus anyway. The new 28-75 F2.8 for Sony FE has a rapid extra-silent drive (RXD) and it is definitely geared toward video because we know people are using Sony full-frame to shoot video more so than on some other systems.

A sample photo shot with the Tamron SP 15-30mm F2.8 Di VC USD G2.

The 28-75 F2.8 for Sony FE is one of our favorite lens available for full-frame E-mount. How this lens been received by customers and will we see other full-frame Sony E-mount lenses soon?

That lens has definitely been very well-accepted by Sony shooters worldwide. Right now we’re still in a very heavy demand situation. Supply is catching up, though. I think it’s really the first lens that seems to fit the form factor of the camera itself. That balance and that lightweight design without compromising performance, everything about it fits the form factor and goal for what that system is all about. So definitely, with the acceptance of this, we’ll see more from Tamron for Sony mirrorless cameras.

We’ll see more from Tamron for Sony mirrorless cameras

Tamron now makes lenses for Sony FE, E, A, Nikon F, Canon EF, M, Micro Four Thirds, Pentax K-mounts. With all these mounts, how does Tamron prioritize what lenses they are going to make?

We look at the market and see where there are gaps – what’s moving, what’s not moving.

Really the past few years have been dedicated to analyzing the mirrorless portion of the market. With all the recent introductions to mirrorless I think it’s very evident that the market is swiftly moving toward mirrorless dominance. But that’s not to say full-frame DSLRs are not still strong. My opinion is that people will continue, for at least the next few years, using multiple formats. I have my DSLR I use for some situations and I have my mirrorless I use for other situations – I have my smartphone that I use still for others. So I think we’re in a place where each consumer is a multi-format user. Obviously there are people that are mirrorless-only, DSLR-only. And obviously there are pros not ready to make the jump to mirrorless yet. But overall, it’s a fun time to be making lenses.

Really the past few years have been dedicated to analyzing the mirrorless portion of the market

Do you have any prediction for how much of your business will be represented by mirrorless lenses rather than SLR lenses?

Right now we have a couple of mirrorless lenses plus the recent introduction of the full-frame Sony mirrorless. I think we’ll move along with the market. The US market is swiftly catching up to some other markets in the world. And I think we’ll see some changes worldwide for Tamron over the next few years. But it’s hard for me to attach a number or percentage to that at this point. But we’re definitely moving with the market.

All-in-one zooms for DSLRs are still a crucial part of Tamron’s portfolio. The Tamron 100-400mm F4.5-6.3 Di VC USD for APS-C – which this photo was shot with – offers a good balance of quality and affordability.

We now have two new full frame mounts, Canon R and Nikon Z, as well as the announcement of the Panasonic/Leica/Sigma L-mount alliance. Is there talk about making lenses for these mounts?

I think we need to get those cameras into our engineers’ hands and analyze them and see what they’re all about and make determinations from there. I think that we’re keenly looking at all these different mounts and I think it’s an important part of the market today. I’m not involved in the talks over in Japan, but I would assume there is definitely a strong interest in these.

I think we’ll see some changes worldwide for Tamron over the next few years

Sigma, Panasonic and Leica announced their L-mount partnership at Photokina. Has Tamron considered making partnerships with other brands in similar fashion?

At this point in time, there’s none I’m aware of. That doesn’t mean there won’t be partnerships in the future.

What’s the immediate future hold for Tamron?

I think we’ll continue expanding our lineup. We’ll be continuing our G2-series, the 15-30 F2.8 G2 now completes the SP (Superior Performance) trio of fast, image-stabilized zooms. It was very important for us to complete that trio. We’ll also be filling in the full-frame arena and raising the bar for all-in-ones, an area of the market where we are the leader. It’s just a progression of filling and finding areas of need as the market changes.

Editors’ note: Dan Bracaglia

Tamron is a brand increasingly putting out lenses I want to get my hands on, from their outstanding, stabilized SP 15-30mm F2.8 Di G2 to their perfectly sized 28-75mm F2.8 Di III RXD – my favorite lens for Sony FE without question. Both of these lenses represent unique designs within their chosen mounts.

2018 is an exciting time for third-party lens brands

2018 is an exciting time for third-party lens brands, but with the number of mirrorless mounts growing, it’s as important as ever for these companies to carefully consider what they prioritize. Tamron seems to understand this though – lens development boils down to a careful mix of user feedback and market analysis.

Though all-in-one zooms for DSLRs have long been the brand’s bread-and-butter, here’s hoping we’ll even see other well-sized, constant-aperture mirrorless zooms in the near future given the market success of the 28-75mm F2.8 Di III RXD and Stacie’s mention of ‘changes worldwide for Tamron over the next few years.’

…with Tamron’s new commitment to three-day repair turnarounds, their lenses are looking more desirable than ever

Speaking of mirrorless, Stacie wouldn’t give me any indication what plans the company has for the new Nikon Z and Canon RF-mounts. This isn’t terribly surprising given how new they are, but it will be interesting to see whether existing mirrorless models eventually become available for these new mirrorless mounts.

At the end of the day, I’m thankful that brands like Tamron and Sigma exist. Though they take very different approaches to lens development, both are going to great lengths to ensure that there are a lot of cool lens choices on the market. And with Tamron’s new commitment to three-day repair turnarounds, their lenses are looking more desirable than ever.

Articles: Digital Photography Review (dpreview.com)

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The LG V40 ThinQ is the first smartphone with wide, standard, and telephoto cameras

04 Oct

We’ve already had a sneak peek at some of the LG V40 ThinQ’s triple-camera specifications but now the device has been officially announced and comes with a total of five cameras.

Three of those can be found on the phone’s back. The 12MP “standard” camera features an equivalent focal length of 27mm, a fast F1.5 aperture and a 1.4?m pixel size. Next to it you’ll find a 16MP super-wide-angle with 16mm equivalent focal length, F1.9 aperture and 1.0?m pixels. The 12MP tele-camera features a 52mm equivalent focal length, a F2.4 aperture and a 1.0?m pixel size.

There’s no tele option at the front but you can choose between a 5MP 21mm equivalent wide-angle (F2.2/1.12?m) and an 8MP 26mm “standard” camera (F1.9/1.12?m)

40 percent larger (compared to the V30) pixels on the main camera and the fast aperture should make for decent low light capabilities and LG says the PDAF system is 50 percent faster than before. An “advanced HDR” feature analyzes the scene in order to maximize dynamic range.

There is also a new AI Composition feature that recommends alternative framing to the shot taken by the user, presumably using a crop. The white balance and exposure systems are also AI-powered and can adjust color temperature across different lighting situations or automatically adjust shutter speeds for fast moving scenes.

Other specifications are in line with current Android flagship devices. The Android OS is powered by a Snapdragon 845 chipset and 6GB of RAM. Users can choose between 64GB or 128GB of internal memory and can also make use of a microSD card slot. Images can be composed, edited and viewed on a 6.4-inch OLED display with HDD+ resolution (3120 x 1440 pixels).

The V40 ThinQ isn’t the first triple-camera phone, but it is the first to offer three different focal length and, at least on paper, looks like a real contender in the high-end bracket of the market. We are hoping to get a test unit into our hands sometime soon. It’s worth mentioning that Samsung’s next flagship phone is expected to come with a similar camera setup but you’ll have to wait until next year to buy one.

Key specifications:

Triple camera
16MP Super Wide (F1.9 / 1.0?m / 107°)
12MP Standard (F1.5 / 1.4?m / 78°)
12MP Telephoto (F2.4 / 1.0?m / 45°)
Dual front-camera with 8MP Standard (F1.9 / 1.12?m / 80°) and
5MP Wide (F2.2 / 1.12?m / 90°)
Qualcomm Snapdragon 845 chipset
6.4-inch QHD+ OLED display (3120 x 1440 pixels)
6GB RAM / 64GB or 128GB internal memory / microSD slot
3300mAh battery

LG DELIVERS ULTIMATE FIVE CAMERA SMARTPHONE WITH LG V40 THINQ

A Truly All-Encompassing Smartphone Camera Experience to Capture Every Perspective

SEOUL, Oct. 4, 2018 — LG Electronics (LG) today unveiled its newest premium smartphone featuring a total of five cameras to redefine the standard of smartphone photography. The latest iteration of the company’s acclaimed V series, the LG V40 ^ThinQ is an uncompromising multimedia powerhouse device designed for today’s generation of storytellers that prefer to communicate with visuals and videos, especially on social media.

The LG V40 ^ThinQ retains the V series design philosophy with an improved 6.4-inch FullVision OLED display and even slimmer bezels than before. Powered by the Qualcomm^® Snapdragon™ 845 Mobile Platform paired with 6GB of RAM and 64GB or 128GB of internal storage, the LG V40 ^ThinQ again delivers the innovations that has made the LG V series a favorite among power users.

Seeing the Light with Five Cameras

In order to deliver a standout smartphone for today’s content-creating social generation, LG designed the LG V40 ^ThinQ from the ground up to deliver a truly all-encompassing smartphone camera experience. The LG V40 ^ThinQ features a rear camera module with three different lenses: 16MP super wide-angle, 12MP standard angle and 12MP telephoto. The three lenses allow for shutterbugs to frame different shots without changing position relative to the subject. The 107-degree super wide-angle lens captures subjects with more of the background with ease, while the telephoto with 2x optical zoom (or 3.2x the zoom of the wide-angle lens) takes clear shots from distance without a loss in image quality. The Triple Shot feature stitches together the images captured with each of the three lenses into a short video file for easy sharing.

The front camera module features a 5MP wide-angle lens and 8MP standard angle that work in tandem to create the perfect bokeh effect with an on-screen slider to adjust the amount of background blur. Other features allow selfie lovers to personalize their photos even more with unique lighting and special effects.

The pixel size of the main rear camera sensor has been improved by about 40 percent compared to the LG V30, increasing from 1?m to 1.4?m, while the image sensor is more than 18 percent larger than in the LG V30. In additdion to delivering the sharpest and brightest images of any LG smartphone camera, the F1.5 aperture of the main camera delivers greater depth of field, half the shutter lag and significantly faster burst mode compared to the LG V30.

What’s more, Dual PDAF (Phase Detection Auto Focus) delivers automatic focusing that is 50 percent faster, about twice as fast as the industry average. The advanced HDR feature analyzes and determines the right exposure settings to create perfectly lit shots, eliminating overexposed backgrounds or underexposed subjects. Subjects are always in perfect focus because the camera checks sharpness continuously until the shutter button is depressed.

LG upgraded the camera in the LG V40 ^ThinQ to be even more powerful and intuitive than ever to deliver the best color, composition, white balance and shutter speed. The AI CAM’s new AI Composition feature taps into the phone’s intelligence to frame, capture and recommend an alternative shot to the one taken by the user. AI Auto White Balance (AI AWB) automatically adjusts the color temperature across different lighting situations while AI Shutter selects the right shutter speed, especially useful when trying to capture fast-moving subjects.

Other new features such as Cine Shot, 3D Light Effect, Makeup Pro, Custom Backdrop, My Avatar and AR Emoji make photography on the LG V40 ^ThinQ a whole new experience. Cine Shot makes creating cinemagraphs – images with animation – incredibly easy and fun. Simply shoot a short video with any of the phone’s three rear cameras and “paint” the area to be animated with a finger and the result will be sure to amaze. 3D Light Effect changes the tone of a photo with professional-looking lighting, touch up any selfie with different looks using Makeup Pro or entirely change the background of a selfie with Custom Backdrop. For those who love all things augmented reality, create and share personalized emojis with My Avatar and AR Emoji using one’s own face or one of the provided characters.

Immersive Sight and Sound

The LG V40 ^ThinQ sports a new and improved 6.4-inch QHD+ (3120 x 1440) OLED FullVision display and a bottom bezel that is 1.6mm thinner than its predecessor. The new plastic OLED display is designed to deliver more accurate colors and better luminance consistency. The 4.5 million pixels delivered by the OLED display is the most of any QHD+ smartphone on the market today and allows for the enjoyment of immersive, vivid and vibrant content that only an LG OLED display can deliver.

LG has always prioritized high fidelity audio in its smartphones and the LG V40 ^ThinQ is no exception, being the first LG phone to carry the Audio Tuned by Meridian label. The 32-bit Hi-Fi Quad DAC produces a balanced sound signature that comes extremely close to the quality of an original recording. And Boombox Speaker, originally introduced on the LG G7 ^ThinQ, doubles the bass of conventional smartphone speakers by utilizing the internal space of the device as a resonance chamber. When placed on a solid surface or hollow box, the LG V40 ^ThinQ acts like a woofer to amplify the bass even more.

Minimalist Design Built to Last

The clean lines and sophisticated colors emphasizes the three main design elements of the LG V40 ^ThinQ: smooth touch, unique color and seamless form. With the objective to create a design that will stand the test of time, the simple yet beautiful exterior is the perfect complement to the wealth of innovative technologies found on the LG V40 ^ThinQ.

LG’s proprietary Silky Blast^TM process etches the tempered glass back with microscopic pits to create a smoother matte finish which feels extremely comfortable in the hand without being slippery. In addition to its more premium appearance, the matte glass is more practical due to its higher resistance to fingerprints and stains. The phone will be available in the charming colors of New Aurora Black, New Platinum Gray, New Moroccan Blue and eye-catching Carmine Red.

The LG V40 ^ThinQ retains the slim and light design heritage of the V series, weighing only 169g and measuring a svelte 7.7mm in thickness. Like its predecessor, the LG V40 ^ThinQ meets the U.S. Department of Defense requirements for durability, passing 14 MIL-STD 810G Transit Drop Test categories for suitability in military operations and is IP68 rated.

“The LG V40 ^ThinQ was designed with the main goal to deliver an uncompromised experience for users to create, consume and share high quality content,” said Hwang Jeong-hwan, president of LG Electronics Mobile Communications Company. “The versatility of the camera and the proven V series platform makes the LG V40 ^ThinQ a serious option for customers looking for a premium smartphone that does it all.”

Articles: Digital Photography Review (dpreview.com)

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New flash storage standard opens the way for 8K video capture on smartphones

02 Feb

Photo by veeterzy

Storage speeds on smartphones, Chromebooks, VR headsets and automotive devices are about to make a huge leap forward. Standards group JEDEC has announced the new UFS 3.0 flash storage standard, which doubles the theoretical speed of the current UFS 2.1 standard to 2.9 GB/s, all while lowering power consumption and allowing for operation at a greater range of temperatures.

This theoretical maximum likely won’t be achieved by production devices, but the standard does require the host device to use hardware that supports these blistering fast transfer rates.

What does this actually mean for smartphone cameras? If you are only capturing still images, you won’t see much of a difference; but for video shooters, this could be huge. The new standard allows for 4K video capture at 60 frames per second or even 8K resolution without putting nearly as much stress on your device.

In combination with larger storage capacities—Samsung, for example, has promised to include 512GB modules in its upcoming smartphones—this new standard could make ultra high-resolution video recording on mobile devices standard. If you later want to transfer the recorded footage to another device or computer, the faster speeds help with that, too.

And, finally, the new standard also offers lower power consumption and increased reliability in a wider range of operating temperatures.

As usual, it’s not clear when we will see the first UFS 3.0 ready devices; the new standard will probably take a while to implement on a wider scale. But given Samsung is by far the biggest NAND memory module manufacturer, there is a good chance the Korean company will be among the first to offer the new standard in its smartphones. Something to look forward to in the Galaxy S10, perhaps?

Articles: Digital Photography Review (dpreview.com)

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CVS bans photo manipulation on its beauty images, will hold other brands to same standard

16 Jan

Photo: CVS Health

Earlier today, CVS announced that it would ban ‘materially altered’ imagery on its store-brand beauty products, and begin marking imagery on all of the beauty products the store carries as ‘Digitally Altered’ if it doesn’t match the new policy by 2020. Given the influence CVS wields—it is the US’s largest drug store chain—major beauty brands such as L’Oreal, Maybelline, and others are expected to follow suit.

The announcement is branded as a “commitment to create new standards for post-production alterations of beauty imagery,” and includes the introduction of the so-called CVS Beauty Mark: a watermark that will appear on all beauty imagery in the store that has not been materially altered. And, just in case you’re not sure what CVS means by ‘materially altered,’ the company explains:

For this initiative, materially altered is defined as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.

The move, says Helena Foulkes, President of CVS Pharmacy and Executive VP of CVS Health, is a recognition of the company’s responsibility as one of the largest beauty retailers in the United States:

The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.

The CVS Beauty Mark will begin appearing on CVS-produced beauty imagery in 2018, but the goal is to have all of the photographs in the beauty sections of CVS stores up to transparency standards by the end of 2020. At that point, any altered beauty image that appears in CVS “stores, marketing materials, websites, apps or social media” will be clearly labeled as such.

To learn more about this initiative, head over to the CVS Beauty Mark website. And if you plan to shoot campaign images for … well … almost any beauty brand from this point forward, you might want to keep these standards in mind. Chances are good that product is carried in a CVS store.

Press Release

CVS Pharmacy Makes Commitment to Create New Standards for Post-Production Alterations of Beauty Imagery

WOONSOCKET, R.I. | January 15, 2018 – CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), today announced a commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials. As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020.

The company also announced that it will introduce the “CVS Beauty Mark,” a watermark that will be used to highlight imagery that has not been materially altered. For this initiative, materially altered is defined as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.

“As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,” said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”

This new initiative is being introduced in an effort to lead positive change around transparency in beauty as well as to allow customers to differentiate between authentic and materially altered imagery. The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.

“We’ve reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve,” Foulkes added. “We’ve been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers.”

“Girls Inc. applauds CVS Pharmacy’s leadership commitment to showcase and celebrate beauty in all of its forms. As the national nonprofit dedicated to inspiring all girls to be strong, smart, and bold, Girls Inc. is honored to be a partner in CVS Pharmacy’s movement to counter limiting stereotypes too often faced by girls and women. Allowing diversity and natural beauty to shine will have an immensely positive impact on girls and women everywhere.” said Judy Vredenburgh, Girls Inc. President & CEO.

CVS Health has previously made significant changes in its retail stores with the health of its customers in mind, such as ending the sale of tobacco products, delivering healthier food options throughout CVS Pharmacy stores and committing to remove certain chemicals of concern from all store brand beauty and personal care items by 2019.

To learn more about CVS Pharmacy’s new beauty imagery initiative, visit www.cvshealth.com/BeautyMark.

Articles: Digital Photography Review (dpreview.com)

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