Hi everyone! It's been a while. I'm mino, the writer for the CHITEC 2008 (China Beijing International High-tech Expo) entries of the Cyber Showcase Blog. It's been more than a month since CHITEC has ended. And I think it's a good time to take a look back at this year's CHITEC.

CHITEC 2008 took place in Beijing for 5 days, from May 21st to 25th. 2,056 companies took part and the exhibition welcomed approximately 210,000 visitors. The number of visitors decreased by about 20,000 in comparison to the previous year, which may be due to the Sichuan earthquake. The overall impression of the exhibition was a bit more subdued, i.e. the first day was "National Mourning Day," however many visitors were very interested in getting a first-hand experience of the latest technologies and products. There were many noteworthy exhibitions, such as the lineup of flat screen TV "VIERA" displaying beautiful images and the Blu-ray Disc that swept many people off their feet with its high definition images. Moreover, I have often referred to the Beijing 2008 Olympic Games, which are only a month away, but this will be the first Olympic Games for which the international signal will be produced in full high definition. In Beijing, people will be able to enjoy the high definition footage of the Games through Gehua CATV. So looking back, I would say that this year's CHITEC could be positioned as "the eve of the dawning of the HD era," which will fully raise its curtains with the Beijing 2008 Olympic Games.

Speaking of the Beijing 2008 Olympic Games, Panasonic's Astro Vision stood tall on the left inside the main entrance of the venue. The dynamic footage of athletes shown on the giant screen accompanied by deeply resonating sound indeed exuded a great presence. Perhaps it represented Panasonic's presence at this year's CHITEC. This Astro Vision will deliver the passion and the excitement of the Games at the venues starting with the main venue, the Olympic National Stadium known as the "Bird's Nest." The Olympic Games are really going to start soon! I'm sure the athletes will repaint sporting history. I wish them luck!

Panasonic's main stage presentation this year was strongly themed around the "Olympic Games" and was very dramatic. The synchronized performance brought to life by the silhouettes created by "Pilobolus," the world-renowned dance group and the images and dancers performing on stage, followed by the MC's presentation. Seeing is believing, so those of you who have not seen the presentation yet, please take a look at it here.

As I reported in the blog, there was plenty to see at this year's Panasonic booth such as prototypes of "NeoPDP technologies" including the 150-inch plasma display panel, and so many visitors came to the booth. Indicative of its popularity, Panasonic booth received the "best exhibition award" from the organizers, and as a result of public votes, it also received the "best interactive activity" and the "best brand image" awards. And the prototype 150-inch plasma display panel also received the "best interesting product award."

CHITEC 2007 in Beijing was the very first exhibition I covered overseas. Since then, I have covered numerous exhibitions that represent various regions, such as IFA in Berlin, and GITEX in Dubai, but I realized once again that CHITEC has a unique atmosphere. This may be because of the country's momentum as it continues to grow rapidly, the growing anticipation leading up to the Olympic Games, the greatest global sporting event, as well as other factors. This city indeed has "passion" that made we wonder how much it would change in 5, 10 years. I really do appreciate having had the opportunity to work in such an atmosphere.

Each morning over the 6 days (including the day before opening), I took my position in front of my laptop and documents in the secret back room beside the booth, and raced through the various exhibition corners in the Panasonic booth. I would like to thank all the Panasonic staff for setting aside valuable time to cooperate with my interview. And I would also like to thank all of you for visiting the blog. I am looking forward to reporting on another exhibition from somewhere around the world.

The video report of the entire main stage presentation that took place in the Panasonic booth at CHITEC 2008, which I introduced in an earlier entry, is now available!

The stage presentation, which fused the powerful performance that evokes images of the Olympic Games and the shadow dancing by the dance group, "Pilobolus," is very thrilling. Of course, you will also see that the presentation introduces Panasonic’s latest technologies such as the 150-inch plasma display panel. And you can also hear the crowd’s response to the presentation in the report, giving you a truly realistic sensation! It is really worth seeing.

Thanks for waiting! Video reports give you an overview of the major exhibitions Panasonic takes part in, and now, the “Environment Version” for CHITEC 2008 is available.

A female reporter introduces in an easy to understand way the "eco ideas picture book" that I have also mentioned in my blog entries, "eco ideas for products," “for manufacturing,” and “for everybody, everywhere,” and Panasonic’s commitment to the environment in China, such as its "Declaration of Becoming an Environmentally Contributing Company in China”. Please take a look at both the blog entries and the video to get a full picture of the “eco ideas” showcased at the Panasonic booth at CHITEC 2008.

CHITEC 2008 (the China Beijing International High-tech Expo), which has been taking place at the China International Exhibition Center for 5 days from the 21st of May has just ended. Thank you all for coming to the booth and for reading my entries.

In the Panasonic booth, the presenters who have just finished the last presentation are taking commemorative photographs on stage. They seem quite happy and pleased about having accomplished a big event. I had to borrow the wisdom of many staff members of the booth to write my entries, so thank you so much for your help.

I'm beginning to hear sounds of everyone packing up as I write this entry. So I have to leave the secret back room as well. Video reports will be made available later on, so please look forward to them. Well, good bye for now!

In Japan, there are plans to start charging people for shopping bags to help conserve the environment. Well, here in China, too, the State Council of the People’s Republic of China has announced that it will restrict the production, sale, and use of shopping bags starting from June 1st. More specifically, 1) the production of ultra thin shopping bags will be banned (extremely thin bags that are less than 0.025mm thick), 2） shopping bags will no longer be offered free of charge at grocery stores, convenience stores, and markets; people will now be charged for them, and 3） the use of eco bags are recommended. So these activities have gone one step further. As a result, shopping bags at grocery stores will cost 1~1.5 yuan per bag, which is enough to buy a bottle of mineral water, in the future. Everyone who is going to China from now on, don’t forget to take your own eco bag when going shopping.

Panasonic in China has been actively addressing this issue as well. It has made eco bags designed after the Green Olympics and has involve the employees and their families from 9 group companies in China, equaling 894 people, to challenge themselves to reducing the use of shopping bags. As a result, Panasonic was able to contribute to CO2 emission reductions amounting to 286kg a month. This is said to be equal to the amount of CO2 20 cedar trees absorb annually.

Although bringing your own bag when shopping may seem a bit tedious, if you continue such efforts, they add up to having a great effect. I sometimes forget to bring one myself, but I will try to get better at remembering to have one on me at all times!

These are the eco bags and eco T-shirts distributed to the Panasonic’s group companies in China. The T-shirts are worn by volunteering employees when they clean or plant trees..

The 32GB SD Memory Card, which was exhibited at CEATEC JAPAN 2007 and at the 2008 International CES, was introduced to the market in Japan on April 25th. And it is also being showcased here at CHITEC 2008 with great zest.

When I went to Berlin for IFA last year on August 30th, the new 16GB SDHC Memory Card was unveiled, but in less than a year, the capacity has doubled! 32GB means that with the SD Memory Card compatible high definition camcorder in HE mode, you can record approximately 12 hours of high definition footage. I can’t believe we used to carry around many spare tapes. I wonder how many GBs it will be able to store by the next exhibition I will be reporting on. The SD Memory Cards are truly amazing; you have to keep your eyes on its speed of evolution.

SD Memory Card has excellent durability. It may be used in temperatures ranging from minus　25 to 85 degrees Celsius(!). The durability is demonstrated in this corner. The left side is 85 degrees, and the right side is minus 25 degrees. The SD audio players on both sides still play music under these conditions. But, 85 degrees seems hot enough to get burned… it is truly remarkable!

Many many years ago I was involved in the sales promotion of camcorders. I had felt since then that camcorders are products that general consumers often need a specific reason for purchasing. It is different from a television, refrigerator, or a vacuum cleaner, and also a little different from a digital camera and it costs a bit more. So, I think people don’t really buy one, until there’s an occasion they “definitely want to save on video” such as going on their honeymoon or having a baby.

And you could say that the Beijing 2008 Olympic Games is one such opportunity. Once the Games are held in a city, it will be many decades before it’s held in the same city again. And so now is the moment to capture on video the changing cityscape of Beijing, your family, and the stadium.

And if you’re going to save it on video then I really recommend storing it in high definition. Looking back, the quality of the footage recorded back when the Tokyo 1964 Olympic Games were held (the year I was born) has become quite poor, and it’s in black and white. In that respect, the video images captured by this small SD Memory Card compatible high definition camcorder is of the same fine quality as the latest digital broadcasts, which, when you think about it, is quite extraordinary. And when stored in digital format, children can watch the footage in the same beautiful high definition quality when they grow up. I wish such technology was around when I was growing up.

Perhaps many people feel the same. There were great many people at the "Touch & Try" corner who looked through the finder and asked the staff questions with all seriousness.

The "face detection" function of the latest SD Memory Card compatible high definition camcorder, SD9, drew much attention.

Many models we don’t see as much in Japan are also exhibited.

The BD (Blu-ray Disc) corner I talked about last year looks a bit different this year. Perhaps this is because the Blu-ray Disc player, the BD30, has just been introduced to the market here. So you could call it the first year of BD in China.

There was always quite a crowd at the theater room described as the "high-end home theater." They were glued to the high resolution movies aired as demonstration. If the screen is a bit small and the resolution mediocre, you tend to think, "I'm in the living room watching what's being aired on TV," but watching such beautiful footage on the large screen of the 103-inch, you will be naturally drawn into another world. The sheer beauty and size is amazing. I feel as though I have to restrain myself from moving in synch with the action scenes of the demonstration movie. Perhaps many visitors also felt the same way.

Many BD software of movies is beginning to be released in China. It's obvious that having an ample supply and variety of software is critical to the diffusion of any player. Panasonic has built a "Panasonic Hollywood Institute" in the film-making mecca. It works together with movie producers to gain experience and conduct research (on i.e. authoring) and applies such knowledge to not only product production, but also to authoring, pressing, and disc manufacturing. Panasonic's technology is also being applied to technology for manufacturing software.

The newly released Blu-ray Disc player, the BD30 is on display.

"VIERA Link" is a name for a new and fun world where Blu-ray Disc players, theater systems, and SD Memory Card compatible high definition camcorders network around the flat screen TV "VIERA." By simply connecting the equipment with a single HDMI cable, you can operate all the equipment with the remote control of the "VIERA," or watch the video you've taken with the SD Memory Card compatible high definition camcorder by inserting the SD Memory Card into the "VIERA." In Japan, we often see commercials about the "VIERA Link," but I wonder what people in China think about it?

So, I went to the corner where demonstrations on the "VIERA Link" were conducted, and interviewed the MC. She believes that what is most convenient about the "VIERA Link" is that you can operate all the equipment with just one remote control. She mentioned that she has a hard time handling the great number of remote controls you end up having at home. She also says that only a selected group of people in China who is well versed about AV equipment knows about the "VIERA Link." Nevertheless, her presentation is well received, and she often is asked questions about it after the show is over.

The more you know about it, the more convenient it will seem. I'm sure many people came to realize how great the "VIERA Link" is by watching her presentation.

When I asked the staff at the booth, I learned that Panasonic has created a display stand for retail outlets to exhibit the "VIERA" and other equipment in stores, and to help augment recognition for the "VIERA Link." Moreover, it also distributes SD Memory Cards storing high resolution images to be used for demonstration, to make it easier for store staff to explain the great features of the "VIERA Link" to their customers.

Panasonic provides high definition compatible STBs (set-top-box) as the official partner of the "Beijing Gehua CATV Network Co., Ltd.," who will be broadcasting the Olympic Games in Beijing in high definition. As a result, homes in Beijing will be able to receive high resolution, high definition footage transmission, thereby allowing people here to watch the international signal of the Olympic Games in high definition quality. It is the first time in history that people in the host nation will be able to watch the international signal of the Games in high definition.

When I asked the staff in the booth, I learned that the recognition of high definition broadcast and STBs are still quite low in Beijing. Although this may be true today, I believe that this awareness will be augmented and people will realize its appeal when the Olympic Games take place giving people many opportunities to watch beautiful high definition footage at the exhibitions, in stores, and at the Olympic venues.

Already, in urban areas in China cable TV has become widespread and the digitalization of broadcasts is rapidly progressing. Many people have hopes that the Beijing 2008 will trigger an even greater diffusion of high definition.

And thanks for your patience! The "CHITEC digest version" of the "video reports" Panasonic creates for each exhibition is now complete.

You can get an overall picture of what the Panasonic booth was like at CHITEC 2008, and also check out the various corners, the allure of the NeoPDP technology, which has brought to life the impressive performance of 150-inch plasma display panel, and much more.

Please enjoy the atmosphere of the exhibition to which I don't think I was able to do justice in my blog entries.

Today is the hottest day since I came here on the 19th. And there is only 1 more day to go until the CHITEC 2008 closes its doors. Thanks for hanging in there this far! I will continue to run around in search of interesting information tomorrow as well, so please stay tuned in for 1 more day. The fourth day at CHITEC is about to end. I would like to move away from the exhibition venue and introduce scenes from Beijing as it gets ready for the Olympic Games.

A gigantic countdown board near the National Museum of China adjacent to the Tiananmen Square.

The area known as Qianmen located south of the Beijing Gugong (Imperial Palace) and the Tiananmen Square is undergoing construction. It seems that after the construction is finished, the area will look like the scene painted on the fence.

The cover applied to the fence is also decorated with the marks of the Olympic Games.

A slogan for the Olympic Games. "Let's learn the 10 dos and 10 donts for the Olympic Games. Let's preserve order and safety at the stadiums. Let's stop littering, and don't bring in beverages."

In the shopping centers there are many shops selling Olympic merchandize.

This is the official shop. It was very crowded with tourists from overseas.

Panasonic is committed to "Love the Earth Citizens' Campaign," which attempts to change the lifestyles of its employees and their families into a more eco-conscious one. And Panasonic hopes that this would spread to the communities and the rest of the world. Many activities take place in China as well, and the environment corner introduced them in detail.

One of the activities of the Love the Earth Campaign is the "CO2 Reduction Eco Challenge by 100,000 Employees" jointly promoted by China and Japan. 130,000 employees and their families endeavor to reduce CO2 emissions, and 1 week of such activities resulted in CO2 emission reductions of approximately 180 tons.

I believe that a better awareness among each and every individual, so that going that extra mile, such as separating trash into recyclables and non-recyclables and conserving energy becomes the grand norm will lead to true ecological improvement. If 1 person's awareness changes, they have the ability to influence others around them. I hope that this campaign will continue to achieve this task.

There is an explanation of the marine ecosystem preservation activities, the "Yellow Sea Eco Region Support Project," jointly promoted by Panasonic and a globally renowned NGO, WWF (World Wildlife Fund).

"Eco ideas for manufacturing" involves reducing CO2 emissions by making use of energy and resources in a way that is most efficient in all manufacturing processes.

Through the "Declaration of Becoming an Environmentally Contributing Company," Panasonic pledged to transform all its factories into "clean factories." And this endeavor is introduced on panels found in the environment corner.

More specifically, Panasonic has adopted the key environmental targets (on energy consumption, water usage, etc.) set forth by the 11th Five-Year National Economic and Social Development Plan (2006-2010) and has reflected the objectives of such plan in its internal index; Panasonic aspires to meet all those targets in 2009, one year ahead of schedule, and at the same time, it will endeavor to obtain official certification for all its manufacturing sites in China. The initiative will also involve all of Panasonic's business units passing the clean production audit to ensure that each of its 12 companies in China becomes a "National Environment-friendly Enterprise" at the municipal/autonomous municipal, and federal levels in China.

Generally speaking, it's often difficult for such content to draw the attention of a great number of people, so perhaps the best way forward is to continue to make efforts to communicate such ideas and initiatives by referring to specific products and quantifying the effects and benefits in an easy to understand way. In this light, I believe that the big picture book in the environment corner and the main stage presentation that takes place regularly has great impact. Perhaps Panasonic is able to communicate on a down-to-earth level because it offers numerous products that directly relate to and benefit our lives.

In China, Panasonic has been developing new products that are more environmentally conscious. And in evidence of such commitment, it aspires to obtain "China's environmental labels" for all relative merchandize. The environment corner introduces such activities using panels and representative products.

For example, take the new product, "e-Hf fluorescent light" for facilities offering high efficiency to be made available on the market in July. It's presented comparatively illustrating that 1 "e-Hf fluorescent light" offers the brightness equal to that of 2 traditional fluorescent light bulbs. Many people are interested in this exhibition, asking questions about the product. This made me realize that people in China have a very keen interest in environmental issues.

The desire to protect our beautiful planet and to save on the power bill is a desire common to all. And I discovered that here in China, too, product performance in terms of "energy-saving" and "environment" is a large factor when selecting products.

There are displays employing environment as the theme at the Panasonic booth for CHITEC 2008. The stage presentations, which take place periodically, are drawing the attention of many visitors.

You will find a unique exhibition here in this corner under the "eco ideas" logo, which has already become a familiar face in Japan. What you will find is a big illustrated book. If you turn the page, the plasma display panel above displays the same content as what is on the pages, and at the same time, 3D graphics appear supplementing such content.

The book explains in an easy to understand way the 3 pledges Panasonic made when it made the "eco ideas" declaration, which are "eco ideas for products," "eco ideas for manufacturing," and "eco ideas for everybody, everywhere." Even children will be able to learn about these ideas while having fun.

If you turn the page, astonishingly, computer oriented graphics appear on the screen. The picture book is shot by the camera above the book, and the content appears on the large screen while the graphics supplement such content. It's a great mixture of an analog feel (turning the pages by hand) and digital graphics.

If you turn the page in the "eco idea picture book," the same content will appear on the plasma display panel in front of you.

Then suddenly a computer oriented graphic of the Earth appears on the screen.

The graphics move about and teach us many things in a fun and exciting way.

When was the last time you bought a camera film? For me, I think it was… well, for sure it was a very long time ago. I have a few film cameras, but ultimately I end up using the digital camera. Well, work-wise, I use digital cameras 100% of the time. I can send the data as an e-mail attachment, paste it into a project proposal, edit it, and also use it as a print manuscript. Film has great texture, but the evolution of the digital camera is truly amazing.

Asking people in China I learned that digital cameras are very popular here. Many visitors have come to the "LUMIX" corner of the Panasonic booth. You can test out the various models in the "Touch & Try" corner, so many visitors of all ages from young children to the elderly paid this corner a visit. I’m sure many people are thinking, "It’s the Olympic Games, so let’s buy a new digital camera." Well, as the functions embedded in the cameras are progressing at great speed, I hope people will choose the one that best suits their needs after thorough examination.

A demonstration explains the various functions of the digital camera "LUMIX." On the left is a demonstration of the “Intelligent Exposure" that improves the ISO sensitivity by automatic detecting the underexposed area. On the right is a demonstration of "Face Detection" function, which automatically detects faces and brings it into focus.

On the left is a demonstration of the "Optical Image Stabilizers," which compensate blurring due to hand-shaking, and the “Intelligent ISO Control” that automatically adjusts the ISO sensitivity and shutter speed by recognizing subject movement. On the right is a demonstration that compares the angle of view between the wide-angle lens (25mm) and the 35mm lens.

Good morning. Blue skies in Beijing – the 4th day of CHITEC is looking to be a very hot day. It's Saturday, so I'm sure there will be many families visiting the exhibition today. I'm off to start my reporting for the day. Wish me luck!

Panasonic's broadcasting equipment has supported broadcasting professionals on the ground in various scenes such as the Olympic Games. This corner introduces the highly sophisticated technologies develop for broadcasting cameras that have now been applied to camcorders for home use.

Examples exhibited included solid-state memory card ("P2 card" for professional use and the SD Memory Card for homes), 3CCD System, optical blur (from hand movement) correction and parts for the Leica Dicomar lens.

I have noticed that camcorders for home use have been undergoing startling evolution, but I didn't know that it beheld such a secret, too. Of course the "P2HD" camera for broadcasting use is far sophisticated than the ones made available to general consumers, but because Panasonic creates products for both the professional and consumer arena, it can push its products farther forward by incorporating the greatest technologies in both line of products.

The concept slogan, "Sharing the Passion" reflects Panasonic's desire to deliver to homes and share with people all around the world the enthusiasm, the excitement, and vivacity of the athletes in the venues of the Olympic Games. You can learn more about this in this corner.

The Beijing 2008 Olympic Games is the first time in the history of the Games that the entire international signal will be produced and delivered to broadcasting stations around the world in high definition. And the official broadcasting equipment - "P2HD" series that utilizes the solid-state media, "P2 card," - will take on a significant role here.

Since the "P2HD" series uses a solid-state media, it is resilient against shock and vibrations, and offers high reliability. Moreover, it has a high compatibility with IT equipment, so high speed transfers of data over the network has become possible resulting in improved efficiency of broadcasting operations.

The "P2HD" series has secured mobility and full high definition resolution quality by using a solid-state media. It is indeed optimal for broadcasting the Olympic Games.

Broadcasting camera and laptop editor from the "DVCPRO P2HD" series, the official broadcasting equipment for the Beijing 2008 Olympic Games.

China continues to undergo amazing economic development, but environmental conservation is an important theme too. In the "Matsushita Group China Environmental Forum 2007" held (jointly with the China-Japan Friendship Association) last September here in Beijing, Panasonic made a "Declaration of Becoming an Environmentally Contributing Company in China," which is composed of 3 pillars – "producing products with high environmental performance," "alleviating environmental impact in manufacturing sites," and "improving employees' environmental awareness and promoting ecology-oriented activities." This is a strong commitment by the entire Panasonic group in China to become a company that contributes to China's environment.

I found a brochure that describes what was discussed at the forum and Panasonic's environmental activities in the corner dedicated to the environment at the Panasonic booth. When I asked about this in detail, it seems that as a result of the aforementioned forum, China News, the national communications media created a brochure dedicated to Panasonic's activities.

This A4 size brochure is 28 pages long, all color. It introduces all the environmental activity Panasonic is involved in. And approximately 5,000 copies were distributed to the National People's Congress and the National Committee of the Chinese People's Political Consultative Conference. I learned that it is quite rare that the national communications media introduces the activities of a foreign company. Perhaps this is a sign of the level of interest the Chinese government have in companies that are committed to the environment.

The last item I would like to introduce from the "NeoPDP Technology" corner is the full flat super-thin 50-inch plasma display panel. It is only 24.7mm thick! It is so thin, you'd think that it might be even slimmer than the frames used to frame paintings. And to add to that it only weighs 22kg. It has become so light, it is approximately 1/2 the weight of the 50-inch plasma display panels currently available on the market. According to the Panasonic booth staff, this has been made possible by the highly efficient luminance technology I mentioned in the entry, "NeoPDP Technology [Part 1]." This core technology enables the reduction of the amount of heat released. Therefore, the panels require significantly less space for heat release, resulting in a super thin form. Even just looking at this, you can tell that the highly efficient luminance technology is a breakthrough technology that accelerates the evolution of plasma display panels.

On the stage, this 50-inch plasma display is moved up and down and swung around to highlight its thinness and lightness. The ability to make such a large screen so thin and so light means that it greatly increases the freedom in its placement. You can hang it on the wall, place it at the height and angle you like, or put it away (hide it) when you're not using it… There is so much you can do with it in your home. "NeoPDP Technology" will enable the TV to evolve into a media that offers even greater freedom.

Finally I saw it right up close. Unveiled in CES in January, the 150-inch plasma display panel was showcased to the general public for the first time in China.

It is, indeed, extremely big. The height of the screen is approximately 1m87cm, the width approximately 3m31cm. It is very dramatic to see a screen that is taller than myself. In the brochure you will see the 150-inch compared to the 103-inch. The 150-inch is shown displaying an entire life-size elephant, but it sure does seem like a small elephant could fit inside the screen.

It seems that what has made this size possible is the highly efficient luminance technology I introduced in the previous entry. In short, even if the cells are small, it maintains the same brightness, making a high resolution of 4K x 2K possible. This is why a super jumbo size screen like the 150-inch can maintain a beautiful image quality. Moreover, it offers lower power consumption, which was another big factor that contributed to the development of such a large screen.

Looking back on the history of broadcasting and imagery, I am quite convinced that the screens will get ever bigger, and the contents being offered will continue down the path of higher resolution. Considered also from this perspective, the plasma display panel is the embodiment of advanced technology.

It seems that the MC standing next to the screen is about 175cm tall. You can see just how big the screen is.

In the "NeoPDP Technology" corner, you will find a section dedicated to the exhibition of highly efficient luminance technology used in the plasma display panels announced at the International CES this January. Two 42-inch plasma display panels are exhibited side by side. The brightness of the screen on the right illustrates the brightness of traditional models, while the screen on the left is twice as bright thanks to this technology. If you tone down the brightness of the screen on the left to the level equal to that of traditional models, the power consumption is reduced by approximately 50%, so its efficiency is quite apparent.

It's a great thing to be able to halve power consumption, but how did this become possible? When I asked the staff in the booth, they said that it involved developing new materials for the luminescent substance, a cell design technology that augments discharge efficiency, and new drive technology that would significantly reduce current power transmission loss. The staff made emphasis that this was not a mere extension of traditional thinking; Panasonic reexamined every single step thoroughly to create this revolutionary technology. This technology, which improves luminance efficiency, will be the core technology necessary to make larger and thinner plasma display panels of the future.

Panasonic has named these innovative technologies, which give rise to next generation plasma display panels, the "NeoPDP Technology." I will explain the possibilities, the sheer size, and thinness brought to life by the "NeoPDP Technology" later on.

It is only last year that Panasonic introduced the full high definition 42-inch plasma TV. And in January this year, they announced the "NeoPDP Technology," which has the possibility to halve power consumption. So much research and dedication must have gone into making this a reality. I was born in the era of the cathode-ray tube TVs, but looking back, I don't think the CRT TVs went under such rapid advancement. I am very astonished by the amazing speed at which the plasma display panels are evolving.

Can you see that the brightness of both screens is the same? But, the one on the left, the NeoPDP employing highly efficient luminance technology, has a power consumption that is about half of that of the screen on the right.

The "Good Luck Beijing China Athletics Open," a test athletics championships leading up to the Olympic Games, which has also received media coverage in Japan too, was held from May 22nd to 25th at the main stadium for the Beijing 2008 Olympic Games, the National Stadium (also known as the "Bird’s Nest").

It seems that this championship was held as a rehearsal to test out the new stadium, its facilities, security and operation to prepare for the Olympic Games. Of course, it certainly had to have been highly beneficial for athletes as well as they got to experience competing in an actual Olympic venue.

While upholding the concept, "Sharing the Passion," Panasonic has been supporting the Beijing 2008 Olympic Games with the giant screen, "Astro Vision" and audio system, "RAMSA," to share the passion and excitement in the venue with people from all over the world. The "Astro Vision" has also been installed at the "Bird’s Nest," so this probably was a very serious rehearsal for the Panasonic staff as well. We’ve just received photographs from people who visited the venue.

The roads near the venue have all been neatly groomed. I couldn’t get this close when I went there.

The giant screen "Astro Vision," which displays the images of the athletes stands out quite well.

Every time the athletes pass by, the crowd breaks out in a large cheer. And their images largely displayed on the "Astro Vision" must act to fuel their excitement.

A new corner, the "Photo Gallery," of the Cyber Showcase Blog has become available from CHITEC this year. You can jump to the "Photo Gallery" by clicking on the button on the upper page.

Photographs introduced in each entry are now available as a list. Now, if you click on the photograph you are interested in, it takes you to the blog entry where the picture was posted, so in a sense it's like a visual index.

When you're at an exhibition, don't you sometimes just wander towards a direction because you were visually drawn to something? Well, why not take a perception-led stroll around this exhibition blog, too?

To take look at the "Photo Gallery" for CHITEC 2008, please click here.

The main stage presentation, which may be said to be the "face" of the Panasonic booth, has begun today.

What appeared on the screen on stage after the countdown was a silhouette depicting the Olympic flame. But it wasn't just an ordinary silhouette. When I looked more closely, I could see that a few people had come together to express the movement of the flame and also the cauldron.

Dancers performing this piece belong to a dance group formed in the U.S. in 1971 called "Polobolus." They are well known worldwide for their creative dance performance that combines the shadows of numerous dancers.

The main stage presentation at the Panasonic booth features dancers on stage synchronizing with the images on the screen, and athletes of sports such as swimming and cycling are expressed as silhouettes. In response to this multi-layered impressionable stage presentation, many people cheer with approval.

The presentation also introduces Panasonic's long-term commitment to supporting the Olympic Games with its state-of-the-art technologies, and Panasonic's audio-visual products such as the flat screen TV "VIERA," Blu-ray Disc player, and SD Memory Card compatible camcorder. Moreover, its commitment to supporting environmental conservation in China was also introduced, drawing the attention of many visitors.

I have seen a few stage presentations in various places around the world, but I feel that this stage presentation, with the support of the sometimes very humorous silhouette performance, effectively communicates Panasonic's message to a wide age group.

Beijing 2008 Olympic Games will be the first time in the history of the Olympic Games that the international signal will be produced and transmitted in high definition format. As The Olympic Partner, the top tier sponsor of the Olympic Games, Panasonic will support the operation of the Games on the grandest scale ever.

"'Sharing the Passion' – Panasonic will support the Beijing 2008 Olympic Games with HD technologies."

This message, which serves as Panasonic's exhibition theme for the CHITEC 2008 seems to communicate the passion involved in supporting the Olympic Games and the Olympic Movement for such a long time. I wonder what evolution this will have undergone for the Beijing 2008 Olympic Games.

More specifically, Panasonic's commitment involves a plethora of electronics equipment - 25 giant screens or "Astro Vision" will be installed at 18 venues, 284 "RAMSA" or audio systems at 41 venues (33 competition venues, and 8 non-competition venues), flat screen TV "VIERA", and broadcasting equipment. The scale is approximately 1.7 times that of Athens 2004, and (on a quantity-base) this is the largest involvement ever.

And about 500-600 staff members from Panasonic will be coming to Beijing to get involved in the preparation of the games such as set up and coordination. Often the exciting moments of the Games are featured, but behind the scene this many people, all professionals in their field work diligently to make the Games a great success. If you want to learn more about what happens behind the scenes, please click here

In the Panasonic booth at CHITEC 2008, various products that will offer end-to-end support from the Olympic venues, broadcast, to people's homes are introduced. Moreover, Panasonic proposes a new lifestyle that multiplies many-folds as various equipment get connected around the flat screen TV "VIERA." You will also learn about many activities it undertakes as part of its commitment to the environment. I will introduce them in detail later on, so please stay tuned.

Seventy-eight more days to go until the Beijing 2008 Olympic Games. I wonder what new heroes and heroines will be born. My expectations for this year's Games rise each time I think back to the most memorable moments in the history of the Games.

The Olympic Movement "serves the cause of preserving world peace and developing international goodwill through sports." And the Olympic Games, one of the greatest sporting celebrations in which athletes from around the world take part, are positioned at the highest echelon of such activities.

Panasonic concurs with this Olympic Movement, and thus has been The Olympic Partner, the highest tier sponsor, since Calgary 1988. Counting this year's Games in Beijing, it has supported 12 Games, extending over 20 years with its audio-visual technologies.

And last September, Panasonic extended its support of the Games for the 8-year period commencing in 2009 lasting to 2016 by signing the Official Worldwide Partner Program "Top VII/VIII" agreement. This agreement enables Panasonic to contribute to the Olympic Movement through its sponsorship activities in a wide range of product categories over 4 Games, namely Vancouver 2010, London 2012, Sochi (Russia) 2014, and the Olympic Summer Games in 2016 (host city to be decided).

Panasonic will be supporting 16 Olympic Games over 30 years with its state-of-the-art technologies. What memorable and historical moments will Panasonic share with us all at this year's Beijing 2008 Olympic Games?

The TOP agreement for 2009 to 2016 signed in London last September. The main stage presentation also describes this moment.

Good morning. The second day of CHITEC 2008. The skies are cloudy today here in Beijing.

The first entry of the day – when you enter through the central gates to the venue at which the CHITEC 2008 is being held, the China International Exhibition Center, you will find yourself in a big square. And at this year's CHITEC, Panasonic's giant screen, "Astro Vision," has been set up on the left side of it. Footage illustrating Panasonic's involvement with the Olympic Games are introduced here together with dynamic sound. And you will find Fuwa, the Olympic Mascots, who "carry a message of friendship and peace – and good wishes from China – to children all over the world," in front of the screen, standing with the staff who welcome guests towards the Panasonic booth and pass out brochures. Many people take commemorative photographs with these very high-profile Fuwa.

This "Astro Vision" will be set up in 18 venues of the Beijing 2008 Olympic Games. And the one, which will be set up at the Beijing Workers' Stadium, where the football matches will be held, can turn 180 degrees, so during the matches, it will be facing inwards to cover the match, and at other times, it will be facing outwards and may be used to air promotional content. It is quite ingenious.

Well, I will try and give it my all again today, so please check up on my entries.

I went to take a look at the National Stadium (aka "Bird's Nest") and the National Aquatics Center (aka "Water Cube"). When I came here last year, the roads around the stadium were unpaved. And since the stadium was surrounded by steel walls, I had to peek through them to get a good look. But now the surrounding area is quite well done up; the roads are finished and vegetation has been planted all around. Now that the steel wall has been replaced by net-like fencing, I was able to see the stadium quite well. With the green grass and ponds inside its premises, the stadium does well to build the excitement for the Games.

It seems to have become a tourist spot, and many people come here to take pictures. You will also see many police trying to address illegal parking. At the moment, I can only look at it from outside the fencing, but I hope that I will be able to take an even closer look soon.

The "Bird's Nest" where the Opening and Closing Ceremonies, track and field competitions, and men's football matches will be held.

Seen from this angle, it looks very three-dimensional and very stately.

One of the interesting design features of the "Water Cube" is the bubble like texture on its exterior walls.

The 2 venues are positioned like this. Since I couldn't get it in a single frame, I took a stab at creating a composite picture.

This corner introduces Panasonic's commitment to the environment and its eco ideas. Environment was a major topic at last year's Panasonic booth, and I learned just how high the awareness in China is for environmental issues. This year, Panasonic introduces eco technologies that have gone under yet another evolution, and its "3 eco ideas."

This is the exhibition corner for the digital camera "LUMIX. " It seems digital cameras are very popular in China. In the "try it for yourself corner," you can actually test these digital cameras out for yourself. Each of the functions were carefully demonstrated.

This is the "try it for yourself corner for camcorders" where people can experience shooting beautiful high definition footage with the latest SD Memory Card compatible high definition camcorder. This product draws much attention as it has such a compact body packed full of the most advanced technology.

In the "Blu-ray Theater," you can experience beautiful footage with dynamic sound. The Blu-ray Disc Player is now available for sale in China as well. Many people visiting the exhibition seemed to be very interested in it.

This section introduces broadcasting cameras and editing equipment designated as the official broadcasting equipment for the Beijing 2008 Olympic Games. "Sharing the Passion" is the concept slogan for Panasonic, the Official Worldwide Olympic Partner.

The "VIERA Link Stage"　demonstrates how the network may be developed around the "VIERA" and how much fun this can be. It is very easy to understand as 2 female MCs actually operate the VIERA and navigate you through the different functions.

In the "VIERA Technology" corner, the advantages of the "VIERA" such as fast image response, superb color reproducibility, and high contrast are introduced together with demonstrative footage.

Here is a line-up of plasma and LCD "VIERA." The CATV set-top box by Beijing Gehua, which will allow people here to watch the Olympic Games in high definition, is also on display.

CHITEC 2008 has finally begun. And at this time, I'd like to give you a quick glance of the Panasonic booth, so you can get an overall picture of what it is like.

First, we have the progression of plasma technology, "NeoPDP" technologies, such as the ultra-large screen 150-inch plasma display panel, super-thin full flat 24.7mm thick 50-inch plasma display panel, and "high luminance efficiency technology" that have realize double the luminance efficiency.

May 21st, 9:00 a.m.　– CHITEC 2008 (the 11th China Beijing International High-tech Expo) has begun. Unlike yesterday, the skies are clear in Beijing today. It looks like it will be a very hot day here. And more and more visitors are beginning to show up.

A photograph taken right after the exhibition has begun. On the left you can see Panasonic's Astro Vision.

This year the Panasonic booth is located in Hall 8. You'll find it if you take a left after you've passed through the main entrance.

By the way, a part of the facade of this year's Panasonic booth has been designed to resemble the "Bird's Nest" stadium. It stands out quite well within the hall. I am very keen to find out how many people will come to the booth and what products and technologies they will take interest in over the next 5 days.

The facade of the Panasonic booth resembling the "Bird's Nest" stadium.

18:00 – CHITEC 2008 will begin tomorrow. So at the Panasonic booth, products to be exhibited are being set up and last minute refinements are being made. And rehearsals are taking place on each stage with all seriousness. I can feel the excitement for tomorrow gradually building up within the booth.

This is my personal perception, but compared to last year, it seems as though more key attention-drawing products and technologies are being showcased this year. Please stay tuned to the entries over the next 5 days for details. And for those of you who live in Beijing, it is really worth coming to, so why not stop by?

Today we have cloudy skies in Beijing. Yesterday it got quite hot, but this morning it is quite cool and comfortable.

I am here at venue for the CHITEC 2008, the China International Exhibition Center. The construction of the Panasonic booth is reaching its climax. A deep bass-like noise with the sound of electric saws and rehearsals in progress can be heard throughout the booth. And staff members in charge of the products are opening the products carefully setting them up one by one in their designated places all around the booth.

The aisles between the booths are full of mill ends and packaging materials making it hard to walk down them, but by tomorrow, everything will be neat and clean to welcome all the visitors. I have set myself up in the "secret back room" behind the booth starting today and am ready to write my entries.

Preparations at the Panasonic booth are underway very smoothly. This year, the booth is located in Hall 8. As you can see from this photograph taken of the ceiling, this year's booth is located in a wide area with a high ceiling, unlike last year.

I arrived in Beijing yesterday afternoon. As soon as I dropped my things off at the hotel, I went out to town to explore the Olympic Venues. When I walked from the "Bird's Nest" stadium in the direction of the National Aquatics Center, also known as the "Water Cube," where aquatics competitions will be held, suddenly all the cars around the area started to honk their horns. I was a bit confused at first because so many cars were making so much noise, but when I looked at my watch it occurred to me why. May 19th, 14:28 was exactly 1 week from the large devastating earthquake in Sichuan.

At the same time, the whole nation observed a moment of silence. Giant screens in the cities I saw later on played this scene over and over again (even after I got back to the hotel, all the TV programs, save for news programs, had ceased broadcast). Moreover, many people gathered at the Tianemen Square to take a moment of silence and mourn for all those lost, and flags all around Beijing, including the one in the center of the square, were flown at half mast to express heartfelt sympathy.

The Chinese government has officially designated the 3-day period starting from the 19th as a three-day national mourning. Entertainment facilities are closed for business and broadcasts of entertainment TV programs have been temporarily ceased over this period. I would like to take this opportunity to express again my sincere condolences for those who have lost so much in the earthquake, and to wish for swift restoration.

I arrived at the Beijing Capital International Airport this afternoon without major hick-ups. There is a 1 hour time difference between here and Japan, so from this entry forth, I will be switching to the local time in Beijing.

I arrived at Terminal 3. It is indeed quite gigantic, and very functional – an impressive piece of architecture that will well serve as the new "face" for China. Although I got a bit lost trying to find the taxi line in Terminal 2 last year, this year, it was quite well organized, and I was able to hail a cab smoothly.

I will now be heading to the "Bird's Nest" Olympic stadium among other places in search of stories, so please stay tuned to my entries.

CHITEC 2008 (The 11th China Beijing International High-tech Expo) will start momentarily, on May 21. I will be reporting about the Panasonic booth from its preparation phase, so I will be flying to Beijing a little early. Please look forward to my entries giving you real-time coverage over the period beginning on May 20th through to the 25th. If you register for RSS, you will automatically receive new information, so I highly recommend it.

And I have also heard that the new terminal for the Beijing Capital International Airport, Terminal 3, is complete. It seems that even the gateway to and from the skies are undergoing a great uplift in preparation for the Beijing 2008 Olympic Games. I will be arriving at Terminal 3, so I can't wait to see what it will be like.

And as you are aware, a devastating earthquake has struck the Sichuan province in China. I would like to express my heartfelt sympathy to the people who have been affected by the tragic earthquake.

Less than 80 days to go until the Beijing 2008 Olympic Games. Media coverage in Japan has showcased athletes in various sports as they claim their place in the Japanese Olympic delegation. I'm sure the excitement for the Olympic Games is heightening all around the world.

As TOP (The Olympic Partner), the highest tier sponsor, Panasonic has contributed to the "promotion of sport by supporting the Olympic Movement, which serves the cause of preserving world peace and developing international goodwill through sports" since Calgary 1988, so for 20 years, with its state-of-the-art audio-visual technology. And in order to build the momentum for the Olympic Games to be held in August, Panasonic has made various Games-related content available on its website. Those of you who can't wait for the Games to begin, please take a look.

Sharing the Passion There are a wide variety of contents available. You can see beautiful photographs of the Opening Ceremony of the Olympic Games from Calgary 1988 and those in conjunction to Beijing 2008. The Panasonic supporting staff, who are in Beijing as the Olympic Games are about to begin, also delivers "Panasonic reporting on the Olympic Games from Beijing"　(available in both English and Japanese).

World Wide Wave! This project asks people all over the world to send video images of themselves doing a "one-man wave." You can watch your video along with those of many others on the web. The excitement for the Olympic Games is sure to be amplified with the sharing of video images of such passion-filled waves. You can do many fun things here, i.e. if you click on the video of people in this virtual stadium, you can zoom in to watch the video close up.

As the host country, China is buzzing with activity in preparation for the Olympic Games. Many people in China must be looking forward to watching the exciting battle and vivid performance taking place in their country on a beautiful large screen TV. In response to such demand, Panasonic in China will be conducting a large-scale sales campaign for "VIERA." And the CHITEC, which will begin on the 21st, is a prelude to such campaign. The exhibition, with many companies participation, is sure to be a heated one. I will try my best to keep apace and deliver exciting news to you.

Please click on the link below to take a look at the images filled with excitement for the Olympic Games created by Panasonic.

Beijing 2008 Olympic Games Coming Soon
This trailer-like video introduces the heightening expectations for the Beijing 2008 Olympic Games to begin momentarily.

For a Single Moment
You can watch dynamic images of athletes captured by high-speed cameras and Panasonic's commitment to supporting the Olympic Games with its state-of-the-art high definition technologies.

On the CHITEC 2008 official site, you will find an overview of this year’s exhibition.

According to the English press release, the theme for this year's CHITEC is “Hi-tech Olympics and scientific and technological innovation.” As China is about to host its first Olympic Games, CHITEC will serve as the stage for exhibitions focusing on “Hi-tech Olympics” and “technological innovation,” as well as for many events (i.e. forums) throughout the exhibition period.

“Hi-tech Olympics” is one of the 3 concepts adopted by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), “Green Olympics, High-tech Olympics and People’s Olympics.” The Beijing 2008 Olympic Games will be organized in a high-tech environment created by leading technologies currently available, and will be delivered in high definition to people all over the world. I can’t wait as many companies and entities will surely introduce various technologies that support the Olympic Games at the exhibition.

The highest tier of Olympic sponsorship is The Olympic Partner (TOP). Panasonic has supported the Games as The Olympic Partner since 1988 Calgary. And at CHITEC 2008, Panasonic will be most certainly showcasing various ideas related to the Games, so stay tuned to my entries to find out what they may be.

Hi, everyone! It's been a while. I'm mino, one of the writers for the Cyber Showcase blog. The last exhibition I wrote about was the GITEX 2007 held in Dubai last September. This time, I will be reporting from the Panasonic booth at the CHITEC 2008 held in Beijing for 5 days from the 21th of May. I am very excited about it already!

Now, this year will be the 11th anniversary for CHITEC. It is a general exhibition, which introduces a wide range of products and services including the electronics industry. It is a place where many Chinese companies as well as foreign companies that have emerged into China, which is still on the path of rapid growth, showcase their state-of-the-art technologies.

When I went to CHITEC for the first time last year, 2,200 companies and 250,000 people were taking part. I was amazed by the sheer power and energy of the people who were looking around the exhibition booth eagerly. This year, the Beijing 2008 Olympic Games will be held soon after CHITEC 2008. I can't imagine how exciting it will be, and I can't wait to see how Beijing has changed in the past year, as last year, everywhere you looked there was on-going construction. I'll give you a near minute by minute report, so please stay tuned!

CHITEC 2008 (The 11th China Beijing International High-tech Expo)
Period: May 21 (Wed)- 25 (Sun), 2008
Venue: China International Exhibition Center (Beijing, China)
Organizers: Ministry of Science Technology, P.R.C, Ministry of Commerce, P.R.C, Ministry of Education, P.R.C, Ministry of Information Industry, P.R.C, China Council for the Promotion of International Trade (CCPIT), State Intellectual Property Office, municipal government of Beijing.
Official Site (Chinese): http://www.chitec.cn/