IFA 2007, which took place for 6 days here in Berlin has ended as of 18:00, September 5. The public address system is announcing that the exhibition is over, and people are reluctantly shuffling towards the exits. The dismantling of the booth will probably start soon. I, too, will have to pack up and say good-bye to the "secret backroom." Thank you so much for all your support.

Because the Panasonic booth at IFA occupied the entirety of one hall, it looked a bit different from the exhibition booths in Japan where you would find a very big hall within which numerous companies set up their booths. There are door like openings between the booths, but otherwise the booth is surrounded by a wall, so it was quite independent from the other booths.

This probably contributed to effectively creating the world of the "Blue Box" within the booth. Once the visitors step into the booth, they enter the blue world of Panasonic filled with beautiful images and sound. Truly surprising number of visitors came to the booth, getting their fill of the exhibitions and the stage.

Tomorrow morning I will depart Berlin and head to Dubai (United Arab Emirates). I will be going from quite a chilly Berlin with temperatures of 17~18 degrees Celsius to a scorchingly hot Dubai. I wonder what kind of exhibition awaits us there!! I hope to have your continued support so come back soon to read about GITEX!

The corporate stage shows were held in English and German on the main stage of the Panasonic booth for 6 days.

The last show featured the MC Pascal's rapping, and original choreography. It was a great performance held in a great ambience as the performers and the staff came together to enjoy the last show at IFA. At the very end, the dancers of the "LUMIX" show held in between the corporate stage show performance also came on stage; all the performers clapped and danced to bring the grand finale, which was true to the very lively and energetic European spirit, to a climax. The last show ended as the performers and the audience clapped in unison.

The displays I saw in the small shop windows around the city of Berlin were very well designed, but I felt that the "LUMIX" corner in the Panasonic booth, too, was quite stylish. So let me show you a few photographs.

	A wall decoration within the "LUMIX" corner. Employing sports as a theme, there were "LUMIX" digital cameras displayed here and there.
	A georama that lets you compare the performance of the 28mm wide angle lens. There so much attention paid to detail such as a small supporter flag that says, "go LUMIX."
	A georama of a café, which lets you compare the effect of the optical image stabilizer. A "LUMIX" placed on a shaking pedestal is taking the picture.
	A georama with a spinning golf cart. This demonstrates how the "motion detection" function works to prevent images from coming out blurry.

• LUMIX Global Site

Today is my last day at Messe Berlin where IFA has been held.

One of the things that has fascinated me about Messe Berlin is that there is a large garden outdoors in the middle of the venue property. There is also a large patio in the garden, which was used as the site of kick-off events held the night before IFA and for other events held during IFA.

There are little stands around the garden selling beer and sausages; many people come out to sit and rest.

Berlin itself has a lot of green foliage, but it is quite lavish to have a garden within the venue property. I am so envious.

Good morning everyone. Today is the 6th and final day of IFA. The morning skies of Berlin is a crisp blue. I hope you will be kind enough to stay with us until our very last entry for the day!

My first entry of the day is about my little excursion I took after the exhibition yesterday to Potsdamer Platz in the center of the city. There is a shopping center called Potsdamer Platz Arkaden where you will find a "VIERA" booth. This event held in Berlin during IFA was conducted as a part of the "Global Plasma Roadshow," which is being organized in various locations all over the world. Its aim is to have people all over the world experience how great the plasma TV "VIERA" is.

The Potsdamer Platz Arkaden is a popular shopping mall where many people gather to shop and enjoy themselves. The "VIERA" booth was located on the 1st floor of this arcade. High definition content, such as movies, sports, and animation, displayed on the "VIERA" attracted many people.

When you purchase products, especially something like a TV, you always have to first test it out yourself. The exhibition at IFA also serves this purpose, but having an exhibition that lets you check the products out in a place people ordinarily and casually can go to is quite convenient for those who are thinking of purchasing a new product.

• VIERA Global Site

Many have hopes that the Blu-ray Disc will become the default standard next generation disc. And 173 companies all over the world (as of June 22, 2006), including not only Panasonic, but other world's leading consumer electronics manufacturers such as Hitachi, Pioneer, Sony, Sharp, as well as major Hollywood film companies such as Walt Disney, Sony Pictures, 20th Century Fox, and Warner Brothers have joined the association known as Blu-ray Disc Association (BDA). The BDA has a booth at IFA 2007 so I went to take a look.

	In the BDA booth various products offered by their associate companies such as Panasonic's Blu-ray Disc Player, as well as the advantages of the Blu-ray Disc were introduced under the themes, "Capacity," "Expandability," "Storage," "Compatibility," "Protection," and "Speed." One of the allures of the Blu-ray Disc is the abundance of movies in this format.
	There is a demonstration on the large screen plasma display panel and many people were engrossed by its beauty.

A presentation system, named "GEMINI," which involves 2 103-inch plasma display panels that spin and move from side to side are located in the center of the main stage at the Panasonic booth at IFA 2007. "GEMINI" not only plays a key role in the stage presentations, but it also displays images beautifully between the shows, entertaining the visitors.

From among the content displayed on the "GEMINI," there was one that did not seem to be directly related to Panasonic's products, so let me introduce it to you. The new visual content unveiled at IFA 2007 is called "Ondine," which comes from the water nymph described in the French writer, Jean Giraudoux's drama or the German author, Baron Fouqué's short story.

As you can imagine from the origin of the contents name, the images have been designed with a water theme. The water changes its form and flow, creates circles, forms a sphere, a wave, and sways in synch with the movements of the plasma display panels. Has it been actually shot or is it CG? After this ethereal world of illusion and reality, the nymph Ondine appears from the dark water in the form of a woman, swimming slowly, then disappearing as if a dream.

Although the booth is crowded with people, I stood there entranced by the mysterious movement of the water, forgetting about all the noise. It felt as though I was being drawn in; I could almost feel the coldness of the water. And through the realistic texture and vivid colors it seemed to communicate the power of expression of the imagery brought to life by Panasonic's high definition technologies and the possibilities of high definition images.

	A magical imagery created by images of the water moving mysteriously and the BGM.
	The 4 plasma display panels flanking the "GEMINI" also display water motifs, hydrating the stage with cool images of water.
	A presentation system (called "SHURI-KEN" as it resembles tools used by Japanese ninjas) consisting of 4 spinning 50-inch plasma display panels welcomes the visitors to the Panasonic booth. It also demonstrates the durability of Panasonic's plasma display panels, as they do not break even though they spin about all day every day.

On September 3, Panasonic extended its "TOP VII/VIII" contract for the Official Worldwide Olympic Partner for 8 more years, from 2009 to 2016 and held a joint press conference in London with the International Olympic Committee (IOC). With this renewal, Panasonic will take part in the Olympic Movement over the course of 4 Olympic Games - Vancouver 2010, London 2012, Sochi 2014 (Russia), and the Summer Olympic Games (Host City to be decided) in 2016. This agreement encompasses a wide range of products in the audio-visual equipment category such as TVs, video-audio equipment, broadcasting and professional audio-visual equipment, AV recording media, car multi-media equipment such as car navigation systems, and security AV equipment. In addition, this 8 year term will newly include digital still cameras.

Here at the Panasonic booth at IFA 2007, you will find a corner dedicated to "Sharing the Passion." The "DVCPRO P2HD Series" cameras, which employ solid-state memory system, and editing equipment have been selected as the official broadcasting equipment for the Beijing 2008 Olympic Games. And these are exhibited in this corner together with descriptions about the various technologies involved, as well as nearly 20 years of history of Panasonic's sponsorship activities, extending over 12 Olympic Games from Calgary 1988 to Beijing 2008.

The Beijing 2008 Olympic Games are less than a year away. When looking at the footage depicting the Olympic Games on the various displays inside the booth, the scenes from the past Olympic Games and the athletes' dynamic performance come back to life. And the signing ceremony is an indication of how Panasonic's legacy of supporting the Olympic Games lives on. The Beijing 2008 Olympic Games is the first games where the international feed will be transmitted in full high definition. The Olympic Games are finally entering the age of high definition, and Panasonic's latest high definition technologies are put to use.

	The corner for the Olympic Games where Panasonic communicates its message, "Sharing the Passion," with people all over the world in the venues and in their homes.
	The footage from the signing ceremony held in London was delivered promptly to the Panasonic booth at IFA. It is being aired in the "Sharing the Passion" corner.

A few years ago, I arrived at the airport in Florence late at night. I rented a car and headed towards my hotel. But due to a number of adverse conditions - it was my first time in Florence, the roads were like a labyrinth, the road signs were very small – it took me over an hour to get to the hotel which was located only 20 minutes away from the airport. After that, I took a road trip around Italy for a week, but I keep thinking how much easier things would have been if my car had the "Strada." It is quite easy to cross the boarder between the various countries in Europe, so I am sure people here enjoy going on road trips to the neighboring countries, too. And what will come in handy for them too is the car navigation system.

There is a marquee right next to Hall 5 where the Panasonic booth is located, where you will find an exhibition of the car navigation/car AV system, "Strada," which is very popular in Japan. There are 2 cars inside the tent, and you can enjoy demonstrations of the car navigation system as well as AV system. According to the panel displayed there, "Strada" covers 39 countries (!) in Europe and comes with audio guidance in 22 languages (!!). I sincerely wish that if have an opportunity to go on a road trip again in Europe, my car will be equipped with a "Strada."

	Marquee where the "Strada" exhibition is located. On the left is Hall 5, where the Panasonic booth may be found.
	A view from the front entrance. You will hear a deep bass sound coming from the car stereo.
	"Strada" comes with various other functions besides navigation. The breadth of its applications is apparent from these screens.

Good morning! Reporting to you again from the Panasonic booth at IFA 2007.

The first topic of the day is the line-up of LCD "VIERA," which is very popular in Europe, covers small to medium sized LCDs (from the 15-inch to the 37-inch). Moreover, the 37-inch LCD "VIERA" is drawing much attention as it is the first LCD embedded with a full high definition panel.

By the by, I found the following exhibition. There are some LCDs that look white depending on the viewing angle due to the panel used or the drive mechanism. However, Panasonic LCD "VIERA" has an IPS alpha panel, so even if you look at it from quite a wide angle, the images remain vivid. It has a viewing angle of 178 degrees (wow!) so it still looks great even if you were looking at it horizontally.

The photograph below is of a display that lets you experience its great viewing angle. It is a simple structure, but it fascinated many people.

The LCD "VIERA" turns from side to side. Straightforward, yet strong communication. You can compare the performance of the 2 LCDs - the one on the bottom is the LCD with the IPS alpha panel, and the one on top is last year's model without the IPS alpha panel.

The first task that the LCDs have to overcome was the viewing angle. Another task that LCDs have to overcome is the afterimages (hold time) for moving pictures. The "100Hz motion picture pro" really works magic to resolve this problem. Usually, TVs display 60 frames per second, but by doubling the speed to 120 frames per second, the LCD "VIERA" offers smoother, sharper reproduction of images moving vertically, horizontally, and diagonally, a task believe to be difficult for LCDs in the past.

There are 2 LCDs here as well. At a glance, you will recognize which one has a superior performance.

• VIERA Global Site

Please take a look at this special edition glittering "DIGA." The top bit has been completely lined with small crystals. For avoidance of doubt, there is a sign displayed next to it clearly indicating that it is "NOT FOR SALE." Actually, this DVD recorder "DIGA" was created to commemorate the sales record in Europe of over 3 million units.

As of the end of August, what has made this success possible is Panasonic's factory in Slovakia, which began "DIGA" production in 2003. According to the release distributed at the press conference, this record reflects "DIGA's" success in the European DVD recorder market.

• DVD Recorder, "DIGA"

The SD memory card has become a familiar face, used in digital cameras and digital camcorders. On August 30, one day before IFA began, the new 16GB SDHC memory card was unveiled here in Berlin.

According to the press release with the new high definition camcorder the 16GB memory card can record approximately 4 hours of high definition footage (AVCHD normal mode) and about 2 hours of full high definition (AVCHD normal mode). What amazing times.

Anyway, look at these pictures. The SD memory card has gone through some hard testing. It has been frozen at temperatures 25 degrees Celsius below zero and pressurized in a machine. You probably think "What ever for?" It demonstrates how durable Panasonic's SD memory cards are. It is great that it is tough, but to go to this length... It is truly amazing.

Demonstrating that it still functions fine even at -25 degrees Celsius.

This experiment proves how strong Panasonic's SD memory cards are against torsion. The durability standard for products of the SD Association (an association of companies that manufacture SD memory cards) is 1.53kgf・cm (0.15N・m), while Panasonic's is 3.06kgf・cm (0.3N・m) in comparison, which means that Panasonic's SD memory cards are very durable.

All you will find in the "LUMIX Lounge" are sofas and small tables. And on the walls you will see plasma displays showing a slide show of beautiful images of the UNESCO (United Nations Education, Scientific and Cultural Organization) World Heritage sites. You can sit and relax in the lounge watching these sublime photographs, which are a part of "Our Place Project" that Panasonic supports.

"Our Place Project" involves an international team of 20 photographers who will travel around many of the World Heritage sites photographing them with the digital camera "LUMIX." The photographs will then be published in a series of volumes. Through this project, Panasonic hopes to augment awareness for the value of World Heritage sites as well as its serious commitment to the photographic culture. It seems as though Panasonic wants to show how beautiful the World Heritage sites, that each and every one of us hopes to protect, are with beautiful photographs and to communicate their value to people of the next generation with sublime, forever vivid digital photographs.

As I sat in the lounge for a little while watching the images and relaxing, I thought to myself how great it would be to display such exquisite content on the TV at home when you don't feel like watching any TV programs.

I have just visited the Our Place homepage. You can search for the World Heritage sites in the various countries and look at the beautiful photographs. You can even find out detailed information like which "LUMIX" camera was used, the shutter speed, exposure, and ISO.

• LUMIX Global Site

The fierce competition to produce the largest TV still continues. And needless to say, in order to make a large screen, you need a large sheet of glass.

At the Panasonic booth for IFA 2007, there is an exhibition of a large sheet of glass. This is what is known as mother glass, a necessary component for making plasma TVs. Various sizes of glass is cut out from this mother glass to create panels. There is better production efficiencies if you can make as big a sheet of glass as possible so that you can cut out multitudes of glass panels. But due to the relationship between the thickness and strength of the glass, you need extremely sophisticated technology in order to handle a large sheet of mother glass.

The mother glass on display at the Panasonic booth has been manufactured at the newly launched fourth plasma display panel plant in Amagasaki, Japan. From a single sheet of glass, Panasonic can cut out 8 panels for 42-inch screens. Panasonic is one of the few companies in the world that can cut out so many panels from a single sheet of mother glass. Moreover, it is said that at the fifth plasma display panel plant which will be in operation in May 2009 Panasonic will be able to cut out 10 panels from a single sheet of mother glass.

When we are enjoying watching the plasma TV, we don't think too much about its technology, but the panel and its various other components are an aggregation of countless technologies.

• VIERA Global Site

Good morning! Or Guten Morgen as people here say. We have entered the latter half of the 6 days of IFA 2007. The start of the 4th day is unfortunately rainy and wet. But according to the weather report, we are supposed to see some sun later in the day, so I am hopeful. There is so much more here at the Panasonic booth at IFA that I want to talk about, so please don't forget to check in with us from time to time!

A picture of a rainy Berlin I took, in sepia mode, from the bus on the way to the exhibition. The cityscape is also beautiful in the rain.

Four Panasonic products received the EISA Award, the most prestigious imaging and sound award in Europe, at the awards ceremony held on September 1 at the Axica Conference Center in Berlin. European Imaging and Sound Association is an association of approximately 50 European photo magazines from over 19 European countries. And the EISA award is awarded to the best from among the audio-visual equipment, cameras, home theaters, and mobile phones introduced to the European market over the past year. The selection process involves a panel of judges consisting of chief editors and technical editors of magazines. And at the Panasonic booth, you can see these EISA stickers on the products that have received this award.

The awarded categories and the products are:

• European HD-ready Plasma TV 2007-2008 Plasma TV "VIERA" TH-42PV70/PX70
• European Memory Camcorder 2007-2008 Digital Camcorder HDC-SD1
• European DVD/HDD-Recorder 2007-2008 DVD/HDD recorder "DIGA" DMR-EX87
• European Compact Camera 2007-2008 Digital Camera "LUMIX" DMC-TZ3

Two of the above products, the DVD/HDD recorder "DIGA" and the plasma TV "VIERA," are displayed in the Panasonic booth at IFA.

Panasonic's very first digital SLR camera, the L1, was introduced last year. A new model, the DMC-L10 is on display here at IFA, so I went to check it out.

First, let me tell you about how it felt when I looked through the finder. The body is more compact than the L1, and it seems like it even fits better. It has a pleasant stiffness, and weight. Its major function includes a 4/3-inch 10.1 M pixel LIVE MOS sensor, Venus Engine III LSI image processor, face detection that can spot the faces of up to 15 people, and the live-viewable 2.5-inch free-angle LCD.

Personally, the fact that it is so compact and that it has a 2.5-inch free-angle LCD finder left quite an impression on me. If you had an analogue camera, you would have to look through a finder, but now you can see the live image on the LCD, AND what is great is that it moves. You can take photographs in a style new to SLR because although the L10 is a SLR camera, you can hold it above your head to take a photograph of the view, or hold it low to take a picture at an upward angle. So it will come in handy for reporters and journalists, even for this blog. The L10 has got a different taste to L1, but it too has a luxurious feel. I'm sold!

• LUMIX Global Site

I briefly touched upon the blue lines on the floor in an entry written 3 days ago. Let me tell you what they are.

If you follow the blue line along the floor of the Panasonic booth, they hit the wall to become a column, and then a beam stretching overhead. So, they act as a blue-ribbon like grid surrounding the booth. Panasonic's booth design concept for IFA 2007 is the "Blue Box." Perhaps the booth is like a box full of presents for the visitors wrapped in a blue ribbon.

The walls of the booth are used as screens, and images projected onto the walls seem to be consistent with the box concept. The blue squares expand, or contract, become stereoscopic, form a motif of the Olympic Games, etc. It is quite impressive that the image is consistently projected on to the 4 walls of this massive booth.

Images projected onto the walls. When the images suddenly move, this gives a perceptual illusion that the walls have moved.

One of the major advantages of a digital camera is that even if you take a bad picture , you can easily and without reserve retake the photograph. But the new "LUMIX" comes with powerful functions that will help reduce bad pictures. One such function is the world's first* "Intelligent Auto" mode.

All you have to do is set the mode dial to "iA" and the camera will automatically recognize if you are taking a photograph of a "portrait," "landscape," "night portrait," "macro," or "action." For example, if you want to take a close up picture of a flower, all you have to do is point the camera and it will automatically adjust to the macro mode. The "iA" technology will help you capture great photographic moments without fail, and decrease bad photographs, so as a consumer, I more than welcome such improvement in performance.

Moreover, every model of the new compact digital camera "LUMIX," including the FZ18, which has a powerful optical zoom ratio, comes with a 28mm wide-angle lens (35mm film equivalent). The new "LUMIX" line has become even more convenient when taking a panoramic scene or group pictures indoors.

*As of July 24, 2007

• LUMIX Global Site

Near the entrance to the Panasonic booth there is a rental service corner where you can rent the digital camera "LUMIX" and the high definition camcorder.

All you have to do is sign a form and leave your ID at the counter to rent free of charge the latest models of the "LUMIX" and the high definition camcorder for 1 hour. Those of you planning on visiting us here at IFA why not rent one and see what the fuss is about.

• LUMIX Global Site

Many have high expectations for the Blu-ray Disc as the next generation disc format compatible with full high definition TV. Even though it is the same size physically, it stores 5 times the information you can store on a DVD; you can record more than 4 hours of high definition footage (single-side dual-layer disc)

What I strongly felt as I watched the content on the blu-ray disc was that the texture of the material was expressed very realistically. The cloudy glass, the texture of the metal window frame, the dampness of the wet streets looked so real that it felt as though they were all arms length away. Many of the visitors must have also felt that "once you have entered this world, there's no going back."

In the "Blu-ray Disc Premium Theatre" in the Panasonic booth, you will find a 103-inch plasma display in the center, with 2 65-inch plasma displays on both sides forming an arc. You can experience high visual quality and surround sound through the demonstration footage of jazz and pop music as well as movies.

• BD Global Site

From between the clouds we can see the blue skies. It is a cool yet very pleasant morning. Today is the third day of IFA. It happens to be a Sunday, so we can surely expect an even bigger crowd today. And on the blog side, I will try to write my entries full speed.

Photograph of Hall 5 in the morning. This is where the Panasonic booth is located.

The era of full high definition has finally come for home camcorders. SD5 is the first high definition camcorder in the world that allows you to store full high definition video on a SD memory card in AVCHD recording format. In the "Camcorder Corner" video is played back on a large screen. If you take a close look at it, you can see how great the resolution is. You can tell how compact the size of the Panasonic's camcorders are from the photographs in the catalogues, but what I was amazed at was how light it is (340g). Many visitors in the booth, too, seemed to be taken aback at its light weight. The SX5 is another high definition camcorder that lets you store your memories onto a SD memory card as well as a DVD. So you can choose which one best suits your needs.

We often hear that the time people in Europe can take off from work for holidays is quite a bit longer than in Japan. I am sure that if people here had a high definition camcorder like the SD5 or SX5, they would like to take it with them on their holidays. An era where you can vividly store your memories from color-filled trips to various countries all over the world is finally upon us.

	You can see numerous people in many areas of the corner eagerly questioning the staff.
	A software that allows you to easily store, perform basic edits, and store on a DVD by connecting the camcorder to the PC was also introduced.

• Camcorder Global Site

This stage introduces and demonstrates the "VIERA Link," which connects various equipment around the "VIERA," and a new lifestyle this gives way to.

For example, you can watch high definition video and photographs that you have taken with the high definition camcorder or the digital camera "LUMIX" in full high definition on "VIERA's" large screen by inserting the SD memory card into "VIERA's" SD card slot. You don't have to connect your camcorder or camera to the TV with a cord; such an easy operation lets you get full command of the many functions "VIERA" offers. And, if you connect other equipment to the "VIERA" using the HDMI cable, you can operate these equipment, for example turn all the equipment off at once, using "VIERA's" remote control. This is very convenient in your daily life.

And in the future… Panasonic describes its vision of a home network created by the "VIERA Link." For example, if you IP network the entire home using, say the HD-PLC, you could connect many of the equipment around your home, so that you can enjoy high definition content such as video and photographs in various different rooms in the house.

Many people may think that home networking applies to the world of PCs and Internet, but the idea the "VIERA Link" proposes in the future is, to think about the "TV," which is a key equipment people enjoy in their homes, as the central interface for home networking.

• VIERA Global Site

Sandra Völker who has won 4 medals for swimming at the Atlanta 1996 Olympic Games (Bronze – 50m freestyle; Silver – 100m freestyle; Bronze - 4 x 100m freestyle relay; Silver - 4 x 200m freestyle relay), who still currently holds the world record for the 50m backstroke came to the Panasonic booth and spoke to the audience. Although she is no longer a professional athlete, many people gathered at the booth to get a glimpse of her.

Sandra Voelker has broken many world records in her time.

In the Panasonic booth, you will find an exhibition about Panasonic's commitment to the environment.

This corner introduces many examples of Panasonic's environmentally conscious activities such as making plasma display panels free of lead, a substance harmful to our bodies; using less natural resources by reducing PCB (printed circuit board) size and chip numbers; and reusable, rechargeable nickel metal-hydride batteries that are energy and natural resource efficient.

It is not a very flash exhibition as the topic is a very serious one, but it is very befitting of Germany, which is known as an "advanced environmental nation." Many people who visit this corner ask the staff questions and are intrigued by the images displayed there.

The high level of awareness for the environment among the people in Germany is also reflected in even the trash cans found in Messe Berlin. The trash is to be separated into 4 categories – cans/plastic, waste, glass, and paper/cardboard.

The plasma TV "VIERA" is drawing much attention here at IFA as well, especially the wall in front of the main stage lined with 103-inch plasma displays - 3 down and 4 across. And various sizes of the full high definition "VIERA" has been arranged in front of this wall. Together, they continuously display images of the Olympic Games as well as other beautiful images. The entire set up is like a flood of colors. You can't help but stop and stare at the sheer beauty.

The "Plasma Technology Corner" explains in a straightforward manner the major advantages of the plasma display, which have been described under 4 key points "Advanced Contrast Ratio (best choice for movies)," "Super Motion Reproduction (best choice for sports)," "Watching TV with Family (wide viewing angle)," and "Easy Operation & Networking (VIERA Link/AVCHD playback)."

What I have strongly felt here at IFA is that the numerous panels describing the various products are quite small, and its content is quite concentrated. Perhaps the attitude, "If you have questions, please ask" is reflected throughout, but many people seem to be energetically asking the staff questions. Witnessing this, I realized that regardless of what country we are from, we all share the desire to watch visual contents on a large beautiful screen.

	The full line-up of plasma displays – very dynamic, as though you are being swept away by a wave.
	A set of a living room. The TV has been placed on a spinning platform so that you may experience the wide viewing angle.

• VIERA Global Site

The mascot of the city of Berlin is the bear. From long ago, the bear has served as the motif of the crest of the city, and it currently serves as its symbol. Some say that the name of the city (which back then was pronounced something like Bear-lin) originates from the frequent appearance of bears in the past.

So, in Berlin, you will see statues of bears all over the city. There are also bears here at Messe Berlin, welcoming people who have come to IFA 2007.

Well, the second day is about to begin. I will strive to do my best to bring to you the exhibition live!

Although some aspects of the exhibition employ the Olympic Games as the theme, Panasonic also sponsors a team from F1, an exceptionally popular sport in Europe. Jarno Trulli, the driver of the Panasonic Toyota Racing Team, came to the Panasonic booth on the first day of IFA. A huge crowd flocked in front of the stage to get a glimpse of the F1 driver. During the interview, he talked about the last race, his visions for next year, as well as the family-like atmosphere of the Panasonic Toyota Racing Team.

The interview continued as the F1 machine hurtled past in the large screen plasma display in the background, and they began talking about Panasonic's products. "F1 is a very technical sport. We use technology every day, so Panasonic is the perfect sponsor," said Trulli. Having many Panasonic products himself, he felt that Panasonic "always try to making something better. That's great."

What was interesting was when the interviewer asked him about large screen TVs. He said he watches a lot of sports on the 65-inch plasma TV he has at home, but he described it as "feeling like your part of the action." As a writer, I thought his words well expressed the allure of the large screen TVs.

Panasonic will welcome to its booth various other special guests such as an Olympic medalist during the exhibition, so don't forget to check back in with us.

[Jarno Trulli]

Debuted as a F1 racer in 1997. He joined the Panasonic Toyota Racing Team in 2004. In 2005 he stood on the winners' podium 3 times out of the first 5 races of the year. An excellent feat, he led the team to 4th place in the Constructors Championship. 2007 - his driver's points currently rank him in 13th place.

Here's part 2!

	The digital camera "LUMIX" corner is always crowded.
	This is the digital SLR camera "LUMIX L10" corner, one of the featured products of this exhibition.
	High definition camcorder corner where you can try a high definition camcorder out for yourself. How will the people react?!
	You can experience high definition footage and the 7.1 ch surround sound of the "Blu-ray Disc" in the "Premium Theater."
	The "DIGA" corner. Simple and sophisticated exhibition.

Last night, it was raining lightly in Berlin, but it had stopped by morning. It was a bit cloudy, but it was a nice cool day, pleasant to be outside. Perhaps the weather was an element, but there were many visitors even from the morning. A bit late, but here is a quick overview of the very popular Panasonic booth.

	The corporate stage presentations are conducted in both German and English every day.
	A wall of plasma displays in front of the corporate stage!
	Explanation of the advantages of the plasma TV and complementary images.

"Living in High Definition" is Panasonic's global exhibition theme, which was first introduced at CEATEC JAPAN 2006, then carried on to CES (Las Vegas), and CHITEC (Beijing). And the theme still continues at IFA and will remain consistent for GITEX in Dubai. This phrase does not simply refer to bright and vivid imagery, dynamic colors and hues, and advanced technologies. It also expresses a premium lifestyle, and the joys brought to life by high definition technologies.

At IFA 2007, Panasonic again expresses with the entire booth the delight of watching sports and movies in high definition quality and the enjoyment of a new lifestyle, made simple and easy, created by linking various high definition products such as Blu-ray products and high definition camcorders around the plasma TV "VIERA."

Although there may be discrepancies in how far things have progressed in the various countries, Europe as a region is marked by digitalization of TV broadcasts and rapid integration of high definition environment. In the coming age, how will our lives and our family's lives become more fun and convenient, and what dream will Panasonic's high definition technologies show us? Perhaps the great many who intently gaze at the exhibited ideas and listen to the explanations of the booth staff are here because they want to know the answers to these questions.

Let me introduce the main stage located in the center of the IFA 2007 Panasonic booth. It is quite a wide stage, where you will find "GEMINI," the presentation system using twin 103-inch plasma display panels, which I wrote about in a previous entry (a reunion since the last time I saw it in the development factory in Osaka). Four more 103-inch plasma display panels are placed vertically, 2 on each side of the "GEMINI."

The stage performance began with footage of the Olympic Games and a fanfare, followed by a performance using ribbons, balls, and another performance which made me think of a swimming event. A dynamic image using imagery of the Olympic Games displayed by the gigantic displays, which can even fit an image of a life-size person; performers who dance to complement these images;

and the MC's presentation skillfully engages with this performance, communicating the message at a good speed. It was a great energetic performance that unfolded in rhythm to a pleasant tempo, with the collaboration of the images in the screens, the actual performers, and the MC.

The performers strike the last pose. The 5 balls must be symbolizing the Olympic Games.

August 31, 2007, 10:00 a.m. – IFA 2007, which will be held over the next 6 days, has kicked off here at Messe Berlin. (We had a bit of a technical problem! Please accept our apologies for the delay in uploading the first entry of the day.)

Usually, we would also upload a photograph of the venue immediately after the doors have opened, but with IFA, people start to appear at the booth a little after the opening. The venue is so large, that shuttle buses are available for in-venue transport, so this makes sense. So, I will be uploading pictures of a packed booth at a later time, but take a look at the opening ceremony which took place before the doors opened.

Immediately before the doors opened. An opening ceremony and a tape cutting ceremony for the Panasonic booth took place.

A press conference was held at the Panasonic booth at Messe Berlin where IFA will take place over the next 6 days.

Then, Mr. Wada, the General Manager of the Product Planning Group, Visual Products and Display Devices Business Group, Panasonic AVC Networks Company explained the product strategy for the flat-screen TV. He described the potential and the advanced technologies of both types of "VIERA," the plasma, which is best suited for large screens and the LCD, which is nearly equal to the performance of the plasma and is best suited for medium to small sized screens.

And lastly, Mr. Yoshida, the Director of the DSC Business Unit of the Panasonic AVC Networks Company made an announcement about the digital camera "LUMIX." In addition to the line-up, which is increasingly reinforced, he unveiled for the first time in the world, the second of the digital SLR camera series, the DMC-L10.

In light of the Beijing 2008 Olympic Games, the press conference proceeded with handing of the relay baton. Although 200 seats for the media were made ready, approximately 580 people came to the press conference, underlining the interest in Panasonic products people in Europe have.

There are blue lines running across the floor of the Panasonic booth. What is it? I will tell you about it in another entry I will write during IFA.

As the press conference will be held in the afternoon, the construction of the Panasonic booth is proceeding at rapid speed.

It has been a while since I am reporting about an exhibition as the last one for me was CHITEC (The China Beijing International High-Tech Expo) held in May. But I begin to feel excited standing here, amidst the pleasant tension onsite as the local staff in Europe and the Japanese staff work together to perfect the booth. After having experienced the exhibitions and their preparations in both Japan and China, I realized that each country had their unique strengths. And here at IFA, there seems to be quite a relax atmosphere surrounding the booth and the staff. Perhaps this reflects the Germany's long history of organizing exhibitions.

The Panasonic booth will be complete soon. I hope to unveil some insight as to why I felt as though the above was the case.

After a quick stop at the hotel, I went to IFA, Messe Berlin, for a preview.

Preparations were underway at the Panasonic booth in Hall 5. The staff were setting up signage, illumination, and products, and preparations for tomorrow's press conference was also in progress.

The exhibition is about to begin. I hope to head back to the hotel early today, and get ready for what's in store.

Signage of the plasma TV, "VIERA," which I also saw at the airport. There is a huge banner of the same design on the wall of Hall 5

I have finally arrived in Berlin via Dubai and Frankfurt. "At last" is truly befitting at this moment as it has taken 23.5 hours from Japan. Can you imagine, a whole entire day!? The time difference between here and Japan is 7 hours. Looking around feeling a bit tired but also excited, I start to imagine that everyone in a business suit is here for IFA. A night of rest at the hotel, and my adventure in Germany will begin!

For your information, the time displayed below from this entry forward will be the local time in Germany.

	Arrived at last at the Tegel Airport in Berlin! There were rows and rows of VIERA ads.
	There was also a signage for the IFA at the taxi stand.

In the previous entry, I mentioned that I was off to Berlin, but I am currently in Dubai. The reason why I have ended up here is because I have chosen to fly through Dubai on the way to Berlin and back as I will be going to GITEX after IFA. So I am stranded here at the airport in Dubai for a little less than 4 hours.

The late summer heat is still strong in Japan, but Dubai is out of this world, that is to say, outside the airport anyway. The international airport in Dubai is aspiring to become the world's hub. So planes can land and take off 24-7. Many people fly through this airport, so the duty free shops and restaurants are also open 24 hours. The airport is really a great comfortable place with business centers, fitness centers, and lounges. I will be back here for GITEX 8 days from now, but I hope to be able to tell you more interesting things about this airport then.

	4-hour lay over at the international airport in Dubai on the way to Germany.
	A very luxurious shopping area with an alluring, huge palm tree in the middle. I'll probably be shopping for gifts to take back to Japan 15 days from now...

IFA (Berlin International Consumer Electronics Trade Show) 2007 will open its doors in 3 days. I am leaving early to start my research so that I can write about the exhibition from on site.

It will be a 2-week long trip as I will be heading off to GITEX in Dubai after IFA. I don't take much with me usually when I go on trips, but with my PC and clothes, and all the documents I need to write my entries, I have quite a big load to take with me.

IFA will begin on the 31st of August, but a press conference will be held on the 30th from the Panasonic booth. I will write to you about this too, so please visit me again soon!

The section, "IFA Chronicle," found on IFA's official site describes the exhibition's history dating back to 1924. You can learn about the number of exhibitors and visitors and the products exhibited at each IFA. You will also find posters and photographs for some of the exhibitions.

According to the descriptions, the first "Gross Deutsche Funkausstellung" (the Great German Radio Show), which may be described as being the roots of IFA, was organized in 1924. The exhibition recorded 242 exhibitors and 180,000 visitors. Products such as radio tubes were exhibited. Public radio broadcast first began in 1920 in the U.S., 1923 in Germany, and 1925 in Japan. So it seems that the most advanced products of the times were introduced at the exhibition.

The progression of consumer electronic equipment keeps apace with the times. The contents you will find in the IFA Chronicle well illustrate how IFA, too, has advanced with this progression. You can also listen to audio commentary (English) coupled with images that describe major IFA exhibitions in detail. So please check it out if you want to learn more about its history.

This is the catalogue for the first Great German Radio Show held in 1924 you will find on IFA's official site. It was well designed.

"GEMINI" first appeared at the Photokina held in Cologne, Germany last year. Frequent readers of this blog may well be familiar, but this "GEMINI" is a gigantic presentation device, where 2 103-inch plasma displays spin, move up and down, right and left in synch with music and images. Since its unveiling, it has been touring the major exhibitions all over the world, putting on a great performance at the Panasonic booths.

And just the other day, I went to see the premier of the new images created for the "GEMINI" which will be introduced at IFA. Images created for a single display could be reviewed in any conference room, but "GEMINI's" displays "dance." That is why we need to go to the factory where the "GEMINI" is developed in order to check to see if the movements of the displays are in synch with the images and music.

I will discuss the new images in detail in an entry I will write once I get to Berlin. As I watched the 2 monitors spin around, move up and down, right and left in tune with the music and images I was reminded of a duet synchronized swimming performance. I can imagine how difficult it must be to get the big displays to move about freely and to link images to such movement. Needless to say, the performance was impressive.

The "GEMINI," which has undergone scrupulous maintenance at the factory located in Osaka prefecture, will be shipped to IFA before we start making our way there. There actually was another "GEMINI" at the factory. The second one will be sent to GITEX. The visitors to the exhibition in Europe and the Middle East will certainly be awestruck by these "GEMINI." I almost said to them, "Have a good journey, and see you at the exhibitions!"

Although it looks as though this might be in a room, the temperature within was actually the same as the summer heat outdoors. The developmental staff, technicians, and the people who created the images sat riveted to the images on the "GEMINI" as they perspired profusely.

IFA 2007 will be held in the capital of Germany, Berlin.

As you know, the Berlin Wall that had divided Germany in two after the end of World War II fell in 1989, and the country was united once again in 1990. And Berlin became its capital a year later. A major metropolis with a rich history and natural environment, the people of Berlin take pride in their city known as "a metropolis with sylvan forests and beautiful lakes." Recently, it is also becoming renowned as a city where young artists with various specialties gather, a hub where new cultures are born.

I have been to Berlin once in 1993 after its unification. Back then, there were still parts of the wall remaining, and the Eastern part of the city looked different from the West. The East looked a bit bland. The city, however, seems to have changed quite a bit since then according to the guidebooks I have been perusing. I can't wait to see how different everything will be. IFA 2007 will be held here from August 31. I hope to tell you about one of the largest exhibitions in the world as well as about the allure of the city.

You can find more information about IFA 2007 on the Cyber Showcase website, which offers information about various exhibitions. It is actually the parent site of the Cyber Showcase blog you're reading right now. You can find information about Panasonic's exhibition theme, booth overview, and a list of products that will go on exhibit in both Japanese and English languages.

As the opening of the exhibition nears, more detailed information will become available, so please check the website from time to time to see what's new. You can jump to the Cyber Showcase website by clicking on the countdown banner located on the left side of this page.

IFA 2007 will be held over 6 days starting from August 31. Last year it welcomed 1,049 corporate exhibitors from 32 countries and over 210,000 visitors. It is "one of the largest exhibitions in the world," in the same league as the International CES held in the United States.

Of course the international media also treat it as a major event. According to the IFA 2007 official site, 6,519 members of the press from 74 countries visited the exhibition in 2006 (5,211 were from Germany). The exhibition was not only featured in specialized magazines all over the world, but it was also covered in over 100 daily newspapers in Germany, and 80 daily newspapers overseas.

The exhibition is categorized into 6 fields – "home entertainment," "audio entertainment," "public media," "communications," and "technology & components." It certainly is a major summer event with exhibitions as well as keynote speeches made by top industry representatives, various forums, outdoor concerts, etc.

I can't wait to see what kind of presentation Panasonic will have at such a big stage.

Hi! Long time no see? Perhaps not that long, but I am mino, the writer for the blog entries for CHITEC 2007 (Beijing) held in May.

The next exhibition the Cyber Showcase Blog will be bringing to you in detail is IFA 2007. This exhibition, which is said to be one of the world's largest international consumer electronics exhibition, will be held in Berlin, Germany's capital, for 6 days from August 31 (Fri) to September 5 (Wed). Until 2005, the exhibition was held every other year, but from last year, it has been held annually, drawing even more international acclaim. Panasonic has also positioned this exhibition as an important one, and the preparations for the exhibition have been underway. I hope to tell you a little bit about the history of IFA and its concept until the exhibition begins so please stay tuned.

And after IFA 2007, I will be stretching my legs to Dubai (UAE), to write about GITEX 2007, which will be held for 5 days from September 8, in detail. The blog categories for GITEX will become available soon so don't forget to check it out.

It will be a long trip, as I will be heading to Dubai straight from Berlin. I wonder what will happen in this 16-day trip as I visit the world's largest exhibitions one after another.