New 8.1-Megapixel LUMIX Features Intelligent Auto Mode for Ultimate Ease of Operation, Suitable for Digital Photographers of All Levels

SECAUCUS, N.J. (January 16, 2009) – Panasonic today introduced a new addition to its acclaimed LUMIX line of digital cameras, the 8.1-megapixel DMC-LS85. Encased in a compact design and powered by AA batteries, the DMC-LS85 offers a powerful 4x optical zoom and bright F2.8 quality LUMIX DC VARIO lens at an affordable price. 

Panasonic has incorporated its Intelligent Auto Mode (iA) into the DMC-LS85, a new addition to the LS series of entry-level cameras.  In this model, iA is comprised of four major functions including Mega O.I.S, Intelligent ISO Control, Intelligent Scene Selector and Face Detection.  Additionally, Panasonic’s Quick AF (auto focus) system allows the camera to automatically keep focus on a subject without the need to hold the shutter button down halfway, greatly minimizing the time needed for the camera to focus.  A new enhancement for iA mode this year is a simple button located on top of the camera, which enables the user to enter the mode directly without going into the menu.

“By combining intuitive, advanced technologies with a compact design and an affordable price, the DMC-LS85 is ideal for a consumer at any level.  From beginner to the advanced photographer, this portable and inexpensive camera can take high-quality photos,” said David Briganti, National Marketing Manager, Imaging, Panasonic Consumer Electronics Company.  “The wide array of easy-to-use features and the powerful LUMIX lens make the DMC-LS85 an impressive entry-level camera and further reinforces Panasonic’s goal to make digital photography a fulfilling and enjoyable experience for consumers at all levels.”

The DMC-LS85 records video in WVGA (848 x 480) format at 30 frames per second in addition to standard VGA (640 x 480). The WVGA motion picture fits a wide-screen (16:9) TV perfectly. Furthermore, a 2.5-inch large LCD features 230,000-dot high resolution and Intelligent LCD function, which detects lighting conditions and controls the brightness level of the LCD to offer a display with the most appropriate clarity in any situation. Slideshows can be accompanied by music, courtesy of the newly added speaker, so users can view or show their photos with greater impact. 

The DMC-LS85’s internal memory has doubled in capacity, when compared to its predecessor the DMC-LS80, up to approximately 50MB. Due to the low energy consumption of the camera’s Venus Engine IV processor, battery life has also been extended to shoot more than 270 photos (CIPA) with two AA batteries.

The DMC-LS85 will be available in silver, black and pink at a suggested retail price of $119.95 starting in April 2009.  For more information, please visit www.panasonic.com/lumix.

About Panasonic Consumer Electronics Company
Based in Secaucus, N.J., Panasonic Consumer Electronics Company 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 honored to support OUR PLACE – The World’s Heritage, a project that will create the world’s largest photographic collection of UNESCO World Heritage sites, with acclaimed photographers exclusively using LUMIX digital cameras to capture all images.

# # #