Las Vegas, NV (January 5, 2011) – Panasonic celebrates 10 years of digital camera innovations as 2011 marks the milestone anniversary of LUMIX digital cameras, first launched in 2001. For an entire decade, Panasonic has been committed to the vision: Creating a new photo culture in the digital era. Moving forward, to build on the company’s brand values of being visionary, refined and trusted, Panasonic will continue to evolve its revolutionary technologies, such as HD video recording, 3D image processing and digital networking.

“Panasonic’s success with imaging innovations during the last ten years is truly remarkable, and we have been on a tireless mission to deliver what consumers want most: digital cameras that are easy to operate, fun to use, and capable of capturing images with exquisite beauty,” said Richard Simone, Vice President, Entertainment & Imaging, Panasonic Consumer Electronics Company. “Looking ahead to the future, we will continue to be a challenger in the digital imaging industry, leading with our ground-breaking mirrorless interchangeable lens cameras, the LUMIX G Micro System. Panasonic strives to continue setting new standards in basic performance and continuing to revolutionize the digital camera.”

Throughout the ten-year history of LUMIX digital cameras, Panasonic has driven its camera business by three main concepts:

• Pursuit of photo quality in collaboration with Leica AG,

• Employment of Panasonic’s originality to deliver new and innovative ideas to our cameras,

• Use of digital networking technologies to provide new ways of enjoyment such as “Living Room Photography” – through compatibility with other home entertainment products such as VIERA televisions and Blu-ray players

Driven by these concepts, LUMIX has introduced a steady stream of world-first innovations to the digital camera market, such as:

• Optical image stabilization system for stylish compact digital cameras (2003),

• Wide-angle lenses with an EA lens on super-thin compact cameras (2006),

• iA (Intelligent Auto) mode (2007),

• LUMIX G mirror-less structure interchangeable lens system camera (2008)

These advances and more were made possible by Panasonic’s industry-leading optical and digital technologies that allow the company to develop every imaging device in-house, from lenses to image sensors. Beyond technical innovation, Panasonic also wants consumers to truly enjoy using their digital cameras and shooting photos, encouraging them to be creative and giving them the tools to take beautiful photos. In the U.S., Panasonic is committed to educating consumers on digital photography, through workshops, classes and seminars.

Throughout the decade, Panasonic LUMIX has received several prestigious awards and honors in the U.S., including Popular Photography & Imaging Magazine’s 2008 Camera of the Year the Panasonic LUMIX DMC-G1, the world’s first Micro Four Thirds digital camera. In addition, the Panasonic LUMIX GF1 was named Poplar Science Magazine’s 2009, “The Best of What’s New” winner in the Gadgets category.

For more information about Panasonic LUMIX digital cameras, visit www.panasonic.com/lumix.

About Panasonic Consumer Electronics Company
Based in Secaucus, N.J., Panasonic Consumer Electronics Company (PCEC), is a Division of Panasonic Corporation of North America, the principal North American subsidiary of Panasonic Corporation (NYSE: PC) and the hub of Panasonic's U.S. marketing, sales, service and R&D operations. In its commitment to provide consumers with extensive imaging resources, Panasonic LUMIX established the Digital Photo Academy, a series of nationwide workshops designed to instruct consumers how to optimize the features on their digital cameras and produce high-quality photos. Panasonic is pledged to practice prudent, sustainable use of the earth's natural resources and protect our environment through the company’s Eco Ideas programs. Company information for journalists is available at www.panasonic.com/pressroom.

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