I regret to inform you, but the IFA 2009 held in Messe Berlin for 6 days from September 4th has just ended today, on September 9 at 18:00 local time. Announcements are being made to let everyone know about the end of the exhibition. Although 6 days seem like a very long time, it went by in a flash.

The Panasonic booth was always full of excitement and expectation during the exhibition. And I realized how truly amazing IFA is. It lives up to its reputation of being one of the largest consumer electronics shows in the world, and it was more than what I had expected.

IFA 2009 was the first time I've ever reported on an exhibition. And it was quite a long overseas stay. For a few days, I had a hard time adjusting to the jetlag, but now that I have gotten used to it, it is time to go home. I really do feel sad to be leaving. Of course there was much more I wanted to tell you about, and because I wasn't used to reporting about an exhibition or reporting overseas, I am afraid there may be things I haven't been able to tell you about thoroughly. I will try to do better at the next exhibition.

Now, I have tried to introduce each corner of the booth, one by one, but the video of the Panasonic booth covers the entire booth at one go. If you watch this video, you will feel as though you are actually walking around the booth, and you will get a better feel for the layout and ambience within the venue. If you can also take a look at the video, I think you'll get a better idea of what it was like. Please check it out!

And as I've introduced in a previous entry, you can also watch a video where the reporter takes you around the Panasonic booth at IFA 2009. Please also take a look at the video report!

At 17:30, the last presentation for the Panasonic booth at IFA 2009 was held on the main stage. In this special version performance we saw the 4 MCs in charge of the presentation as well as all the dancers from the "LUMIX" corner. As a climax of the 6 days, they put on a very flash dance performance. The MC then introduced people who have been involved in the stage presentation, crediting them for all their hard work. So the very popular IFA 2009 Panasonic stage presentation ended in such a warm atmosphere.

I was writing my entries from the "secret back room," located behind the main stage. I felt quite special to be able to enter this area labeled, "staff only." The person who is sitting next to me a member of the staff who helped with the video of the blog. Well, it's time to pack up and go! Thanks for reading my entries.

I've said a few times in this blog that I am an avid electronics lover, but this all started with the audio system boom that occurred when I was still in junior high school. Back then, air-checking, or recording FM radio programs was the "in" thing, and portable audio devices had also just come into the market. And what every junior high student wanted was the audio component system. It had an amp, tuner, and cassette decks, and because back then most of the systems were black, the body look very sturdy, and it had quite a presence in the room.

But many of the audio systems are now very chic and cool, and they don't take up much room nowadays, so they can be stored in a small space near the wall. They can completely become a chic part of the interior with a slim body only 10cm deep. There were some models on exhibit that have not yet become available in the Japanese market. These included audio visual systems that let you enjoy DVDs and Blu-ray Discs in surround sound. I actually am very interested in these products; they may let me use the limited space around the TV very efficiently.

Kits were being handed out for the models that are yet to be released in Japan. You can take these kits home, and build a paper version of the audio visual systems so you can see what it would be like to have one at home space wise. I introduced the posters that let you see how the actual TV would look inside your home, but if you place these kits next to it, you'd have a proper audio-visual system! Even though you're still thinking about buying a new one, if you keep the kit in your room for a while, you may start to think that you already have a new one. May be I'll go get another kit and take it back to Japan with me.

As I walked around the "LUMIX"/high definition movie corner, I saw a very "brilliant" exhibition, which made me stop and look closer. What was exhibited there was the SD Speed Class 10, SDHC Memory Card. The SD Memory Card is categorized into various classes depending on the speed at which it can transfer data when it is recording data. And the highest class is 10. To illustrate its fast speed, they have designed the corner using the swift-footed cheetah as a motif, and the color gold everywhere to match the product label. In all honesty, I think they may have over did it (haha). But the showcase is full of a premium feel, like a golden treasure box. It may be hard to see in the photograph, but can you see that many 32GB Class 10 SDHC Memory Cards are lining the showcase? Usually you would expect cards with different capacities, but to line the showcase with only 32GB… it really gives it a luxurious air.

With the "SD Link," Panasonic enables sharing of content such as photographs, videos, and music between devices but the demand for higher capacity, higher speed SD Memory Cards is increasing due to the shift towards full high definition video and higher pixel count digital cameras. And what is most important here is trust. What you want to avoid when you handle data is data loss. There are many SD Memory Cards released by other manufacturers, but wouldn't you buy one from a brand you trust?

Perhaps they noticed that I had been there for a while staring longingly at the 32GB SDHC Memory Card, but the staff in the "LUMIX"/high definition camcorder corner gave me a special SD Memory Card case made by Panasonic! You can store 8 cards in there, and there's also a memo card you can write notes on, so you can keep track of what is stored in each card.

• Digital Camera "LUMIX"
• SD Memory Cards

Although it seemed to go on for a while, today is the sixth and last day of IFA. There were only a few people in the booth early in the morning today, so I had thought that perhaps not many people come to exhibitions on the last day, but in no time, the booth began to fill with people again. The FULL HD 3D PLASMA THEATER was also very popular, and there was a long line in front of it. I only have a few more hours of IFA to enjoy, so I'm going to go take another look around the booth.

The last day has finally begun. I had some coffee and cake at a stand outside the booth as a little pick me up. I feel energized now!

• FULL HD 3D Special Site

I introduced the main stage presentation, the "Corporate Message," in the entry I wrote on the first day at IFA. I was very impressed by Panasonic's philosophy and background with respect to manufacturing, but another thing this exhibition made me think about is "CSR."

In the Panasonic booth, right behind the main stage, you can learn about Panasonic's CSR activities. What is especially intriguing is Panasonic's support of the Catlin Arctic Survey, which measures the thickness and concentration of the arctic ice. You can also see the gear they used to protect themselves from the cold as well as other equipment.

There is also a presentation about the Catlin Arctic Survey on the main stage. Photographer, Martin Hartley who accompanied the explorers came on stage to talk about what it was like. To measure the thickness and density of the sea-ice in the Arctic sea, they had to trek 1,300km across the Arctic on foot, and he told us how this, getting around, was very difficult. He also talked about how Panasonic's support is very important, and he expressed his appreciation for the understanding Panasonic has shown for their mission. Photographs from the Arctic were shown on the displays; they communicated very well just how cold it was up there.

There is also an electronic assist bicycle on display. In the Alps, bicycles like this one have been rented out to tourists. And because these bikes are available for rental, it seems that less people are now coming by car, which has lead to CO2 emission reductions. Many visitors at the exhibition got on the bike to test out its performance.

In the 'eco ideas for Everybody, Everywhere' corner, you can spin the image of the Earth depicted on the monitor, and learn about Panasonic's eco activities around the world in high definition. I was very surprised at just how many projects Panasonic is involved in worldwide.

Whether its companies or individuals, we all interact with society, and we all benefit from society. But if asked if we have contributed to society, personally, I don't think I can say yes with great confidence. Although I want to do my part and do something for society, I haven't been able to take the first step, but this exhibition made me think that there must be something I can do as well.

• Environmental Activities
• ‘eco ideas’ Special Site

In the 'eco ideas' corner, there is an area that the staff refers to as the lab. This is the science museum I briefly introduced in the photo digests uploaded on the first day. Here, Panasonic introduces advanced environmental technologies that provide the foundation for energy-saving products. The visitors can watch the introduction video and actually test out the experimental instruments on display to get a better understanding of the environmental technologies Panasonic has developed.

What was especially interesting was the explanation about the "heat pump." There was an empty plastic bottle and an air pump on display. At first, I thought it was a display of a device that let you compress the air to make the plastic bottle fly like a rocket, but it was actually used to experience the principles of the "heat pump." Using the air pump, you pump the air into the plastic bottle. When the pressure of the air within increases, the heat within also rises. The "heat pump" principle is used, for example, in the heat pump water heater - by compressing the refrigerant, it removes the heat from the air, and uses it to heat water.

Here, you can experience the difference the vacuum insulation material used in Panasonic's refrigerators make. There is a heated panel. You touch the left side of the heated panel without any insulation, and the right side from above the insulation to feel the difference in temperature. Although the vacuum insulation material is very thin, you can see for yourself how it blocks nearly all the heat. Truly amazing technology is used in niches we usually don't get to see.

Although technical descriptions may seem quite difficult, the video used in this corner features a child magician. He introduces environmental technologies in a fun, easy to understand way. Many people first start by watching this video, and then go on to test out the various experiments, but children and the elderly alike seem to be quite interested in trying the experiments for themselves.

• ‘eco ideas’ Special Site
• Washing Machines
• Refrigerators

Today is the 5th day of IFA 2009. There are still plenty more to write about during the last 2 days, so stay tuned!

Click on the image to watch the video.

The first video report, which will take you on a tour through the booth, is now complete and available on the web. You can feel the atmosphere of the Panasonic booth at this exhibition, as well as get a quick look at the various ideas on exhibit here, such as the FULL HD 3D PLASMA THEATER. Please take a look!

During IFA 2009, various many presentations are being held on the main stage. Let me introduce one of them, a presentation by Mr. Amos Chapple. Mr. Chapple lives in New Zealand, but travels extensively around the world (over 40 countries including Uzbekistan, Belarus, Papua New Guinea, and Jordan) taking beautiful photographs, such as of UNECSCO World Heritage Sites, from his unique perspective.

The photographs he shot using the "LUMIX GH1," which is his main camera, were displayed on the 4 103-inch plasma displays set up on stage. While he showed us his photographs, he talked about some of the interesting episodes from his shoots and about the "LUMIX." Since the GH1 is small and light, it is not cumbersome or laborious to carry it around. Although it is light, the image quality is very high, and he thought it was easy and comfortable to shoot with. Mr. Chapple also told us that his favorite lens is the 25mm Leica lens from Panasonic, and that the photograph he took with the lens was featured in a newspaper.

On the plasma display, we saw the city of Delhi, the market, merchants, and children in Thailand, etc. To me, it seemed as though the photographs captured the local people's lifestyle, the atmosphere of the place, and even the smell. Every photograph seemed to draw me into the world, and made me wish that one day I will also have the opportunity to travel around the world taking pictures.

In addition to the photographs by Mr. Amos Chapple, you will also find panels and slideshows near the "LUMIX" corner that display photographs taken by renowned photographers.

• Digital Camera "LUMIX"

I’m sure there are different reasons why people come to the exhibition, but I guess most visitors come to see and try out the latest products for themselves. The "LUMIX" and high definition camcorder corner seems to have been particularly designed to let more visitors test out the products, more so than the other areas in the Panasonic booth. This may be because cameras are more of a "tool" than any other AV device. And this corner provides a wide variety of entertainment that lets you fully test out such "tools."

The first thing that caught my attention when I entered this zone was that the "LUMIX" cameras and high definition camcorders were displayed together, without a clear definition of boundaries. For example, you can find both the "LUMIX" and high definition camcorders, which are exhibited close to each other, at the shooting corner where you can try using them. I believe this may be because the "LUMIX" is now equipped with AVCHD or AVCHD Lite, so it can shoot video in high definition picture quality, a quality equivalent to that offered by high definition camcorders. Perhaps this corner is telling us that shooting only still images with digital cameras is already an out-dated concept.

This is a photograph of a dance performance in a set resembling a store. You can try to actually shoot subjects in high-speed motion by adjusting shutter speeds and ISO settings.

This is a lecture on the latest model, "GF1." "GF1" cameras can also be found near the stage, so that audiences can try them out while listening to the presentation.

In addition, you will find a few unique attractions as well as mini events in this corner. For example, the shooting zone has sets resembling a beach or a shop in the market where a dance performance I mentioned in the entry I wrote on the first day at IFA is taking place. Using a "LUMIX" or a high definition camcorder, you can enjoy shooting a dance and pantomime performance depicting a fight scene where 2 men fight over a woman. The level of perfection of the performance is so high that a great round of applause erupts after each show. I actually saw the dancers practicing the performance while the booth was being set up before the exhibition began. They were working very hard to perfect the performance, so I was a bit worried that they might get tired. Also, the mini photo session featuring female models held here is especially popular among gentlemen, and lectures on how to take beautiful photographs are also held.

The way the "LUMIX" and high definition camcorders are exhibited is also quite unique. They are coordinated with objects with the same key colors. It has a very stylish and sophisticated look, resembling showcases in high-end department stores, so just looking at them is quite enjoyable.

• Digital Camera "LUMIX"
• HD Camcorder

We are halfway through IFA 2009. I have to admit that I’m feeling a bit fatigued from reporting about the exhibition day in day out, but I still hope to do my best today and offer new and interesting information from the Panasonic booth!

Today, I would like to start with the Blu-ray Disc recorder. The recorder is my favorite digital AV device, so I have 3 HDD/DVD recorders at home.

You can find the Blu-ray Disc recorder exhibition along the main corridor of the booth, in front of the FULL HD 3D PLASMA THEATER. So, of course, it is a very popular section, but another reason for its popularity, besides the location of the exhibition, is the press conference held the other day, which announced the launch of the Blu-ray Disc recorder, "DIGA," in the German market early next year.

You can find 3 models of the Blu-ray Disc recorder "DIGA" in front of the booth - in addition to the one, which will be released in Germany, there is one French model and one British model. Panasonic has also put a lot of effort into the way the recorders are exhibited. Each of them is placed in between 2 sharp triangular objects, and from a distance, it looks as though the recorders are floating in the air. It produces a sharp and cool impression. The recorders are stored in a clear case and there is some space between it and the back wall, so I saw quite a lot of visitors staring at the backside of the "DIGA" with great interest. You're not actually supposed to get up on the exhibition stage, but having said that, to tell you the truth, I am one of the guilty ones who went up on stage to look at the backside. I guess electronics fanatics have a tendency to check the backside of AV devices because checking out the input-output terminals gives us an idea of what functions they are equipped with. I didn't realize that this was such a universal tendency. Realizing this, I felt that I had a connection with avid AV lovers in Germany.

Behind the wall of the exhibition, you will find a corner where you can actually try using the "DIGA." Here, you will learn about how to navigate through the menu screen to call up recorded content, and you will also see a comparison of the picture quality of FULL HD videos recorded in DR (uncompressed) and HL (compressed). Visitors were impressed by the fact that although HL mode has the highest compression rate, which is associated with disadvantages in terms of picture quality, it actually lets you record high image quality footage for a very long period of time.

I noticed something interesting at the corner for the BD-R/RE discs used to record video and store data. The sizes of the cases for the BD-R/RE discs use to record video were different from those sold in Japan. They were tall cases, the same size as the Blu-ray Disc software available in the market place. According to what I heard, they decided to use tall cases to accommodate consumers' requests; they wanted cases that would be the same height as the commercially available Blu-ray Disc software. I think it is a good idea because the BD-R/RE discs would surely be a great addition to your library of discs. I hope that these discs will come out in tall cases in Japan, too.

• DVD Recorder "DIGA"
• FULL HD 3D Special Site
• Blu-ray Disc Global

Walking around the very crowded Panasonic booth, I noticed that there are many people who have come with their family.

As I have mentioned before, IFA is a consumer electronics show open also to the general public. Even still, it is quite refreshing to see families with strollers or babies in the arms there with the grandparents at an exhibition where you find the latest digital products. You wouldn't see such a sight at digital exhibitions in Japan.

When I was having lunch at the food stall today, I saw 2 elderly ladies (perhaps they were friends?) coming out of the building (may be they had gone to see other booths). I also saw a mother walking with her son and with twin babies in a stroller and a teenage couple among other visitors in the booth. I really wanted to ask them what brought them to the exhibition. If I think about CEATEC JAPAN, for example, I can't imagine seeing anyone but businessmen, but here, it seems like everyone is having a good time at the exhibition.

May be an exhibition is not only for people who can keep up with the latest, and often quite difficult, technological jargon and digital product information. Perhaps it offers more. When I saw people walking around the venue, without a single catalog in their hands, laughing, stopping to see something, I came to think that perhaps for people in Berlin, IFA is more than just a consumer electronics exhibition; it is a long-loved theme park.

In the "CONNECTIVITY" corner, you can check out a demonstrative stage presentation on connectivity "today" and "tomorrow." You may wonder what this exhibition on today and tomorrow would be like. These words refer to the technologies we may already find in our living rooms that establish connectivity "today," and those of the near future, or "tomorrow," which may connect technologies in the various rooms around the house. Here, WirelessHD(TM), "VIERA Link," "SD Link," and "VIERA CAST" are introduced as examples in the "today" section, while the "Multi-room Sharing" using "DNLA" is introduced in the "tomorrow" section. In other words, today's "connectivity" offers ease and convenience by connecting technologines in a single room, but tomorrow's connectivity will connect rooms with other rooms.

What intrigued me the most in the "today" section was the WirelessHD(TM), which is a standard that makes it possible to wirelessly transmit AV content such as video and audio as well as uncompressed FULL HD video. If you want to hang the "VIERA" on the wall and connect other AV devices to it, you can set recorders and players anywhere you like and you don't need to use cables to connect all the devices to the "VIERA." The surround-sound system in the section where the demonstration is taking place is also connected wirelessly. I could only find a power cable so the room looked very neat.

The "tomorrow" section introduces how you can share content stored on the devices in the entire home using DNLA. DNLA is a standard that lets you share content such as photos, videos, and audio via the home network. Using the network, you can playback content - stored on recorders and computers - on a compatible player in high definition quality. In the presentation, content recorded in the Blu-ray recorder set up in the living room was playedback on the Blu-ray Disc player in the study. So, in the future you may be able to enjoy recorded content with a DLNA-compatible Blu-ray Disc player or computer set up in other rooms even if your children are hogging the TV in the living room playing games.

• VIERA Link
• WirelessHD (TM)
• VIERA Cast

Ever since I started using digital cameras, I seldom have the opportunity to print photos. I usually enjoy them on TV or the computer screens. I guess this is true for many of you, too. "VIERA" lets you not only enjoy still images but also high definition video footage shot with high definition camcorders and the AVCHD compatible "LUMIX" via the SD card slot. This function, which lets you enjoy photos and movies stored onto an SD Memory Card on the large screen "VIERA," is known as the "VIERA IMAGE VIEWER."

At the "VIERA IMAGE VIEWER" corner, which is located right next to the great line-up of "VIERA" TVs, a slide show of photographs with messages or various illustrations/designs is being shown on the "VIERA" screen. The content of the slide show was quite unique. As you blow on the candles of a birthday cake in time to the changes in the slides, it seemed as though you are blowing out the candle one by one. It's like a card a child would give to his/her mother on her birthday. You can also add messages on the photos or create a 4-frame cartoon, so you will now have a wide range of ways to enjoy photographs.

When silver halides were still being used in photography, enlarging a photo involved a lot of work. So we often had to share a small photo with the others by passing it on or looking at it from over someone’s shoulder. The "VIERA IMAGE VIEWER" offers a new way of sharing photos by letting us enjoy photos and movies on a large screen with our friends and family in a comfortable setting. What’s more, all you need to do is to take the SD Memory Card out from a "LUMIX" or a high definition camcorder and insert it into the SD card slot of the "VIERA," so it’s quite easy. Also, if you add messages or stories to the photos or video, the screen of the "VIERA" will also become a communication tool.

"LUMIX" has also launched models that let you shoot AVCHD Lite videos in high definition picture quality, so now we will have more opportunities to shoot video with digital cameras than ever before. This means that you can store both still image and video data onto a single SD Memory Card, but this wouldn't make much difference if you watch them on the "VIERA IMAGE VIEWER." It really does offer a great environment to enjoy photographs and video.

• VIERA Image Viewer
• Flat TV "VIERA"
• Digital Camera "LUMIX"
• HD Camcorder

In the far corner of the Panasonic booth (having said that, I don’t exactly know if there is a front or back side to the booth), you can find an area called "CONNECTIVITY." It may be hard to picture what kind of things may be there just from this word, but it is a corner that introduces technologies that connect Panasonic's various digital AV products together. This single word, "connectivity" encompasses a wide range of technologies, but here, I would like to introduce the "VIERA Link."

Although you may already be an active "VIERA Link" user, I would like to go over the basic information. "VIERA Link" is a function that connects Panasonic’s various AV devices around the "VIERA" using HDMI cables, thereby letting you operate all the connected devices with a single remote control. Isn't your living room cluttered with remote controls for various devices? This is also true about my living room. Even if you just want to watch a DVD, you may have to switch from the TV remote to the DVD player remote. And if you want to skip some scenes in, mute the TV, and turn on the amplifier of the theater system… you need to switch remote controls from one to another several times, and you may sometimes end up pressing the wrong button. But with "VIERA Link," you don’t have to worry about switching remotes anymore.

At the booth, all advantages of the "VIERA Link" are displayed on the monitor. For example, I learned that you can operate the "LUMIX" or high definition camcorders connected to the "VIERA" by HDMI cables by using the remote control of the "VIERA." I didn't know that the "VIERA Link" lets you control even smaller products like digital cameras and camcorders devices connected to the TV, so I was very intrigued.

In addition, I learned that "VIERA Link" is equipped with a function unique to Panasonic; it automatically turns off, for example, the DVD player when you switch from DVD input to TV broadcasting after you're done watching a DVD. In this way, "VIERA Link" technologies offer comfortable operation while contributing to saving energy.

• Flat TV "VIERA"
• VIERA Link

Have you ever heard of the service "VIERA CAST"? It's a service that lets you enjoy various content including the news, weather report, stock price information, photos, and videos on the "VIERA" or Blu-ray Disc player by connecting to the Internet. The "VIERA CAST" is also available on Blu-ray Disc recorders scheduled for launch in Germany next year.

The main feature of the "VIERA CAST" is that it lets you acquire any information you want, at any time you want. For example, the news programs provided by the "VIERA CAST" are not aired at fix hours, so you can watch them whenever you feel like from the beginning of the program. You can also watch them again if you want to. Content offered by the "VIERA CAST" include "EUROSPORT," a sports channel, the partnership with which was introduced at last year’s IFA 2008, "YouTube," a video sharing website, and "Picasa," a photo sharing website. And at IFA 2009, it was announced that other websites such as "Bild.de," which is one of the major news and entertainment portal sites in Germany, will launch their services on "VIERA CAST."

There was a corner in the booth where you can try out the "VIERA CAST" service on the "VIERA" connected to the Internet, so I immediately tried it out. You select a thumbnail of the service you would like to watch from the content on the "VIERA CAST" top menu. You can operate it using the remote control of the "VIERA." It immediately reacts when you select a thumbnail, and it felt quite stress free because it didn't feel as though you were streaming contents from the Internet. For example, if you select "EUROSPORT," categories such as "Fussball," "Tennis," and "Motorsport" appear on screen. There you can select and view a 1.5 to 2-minute summary of news about the various sports. I also tried the weather report service and managed to check the weather in Tokyo from here in Berlin. May be I am feeling a bit homesick.

The best type of content to enjoy on the "VIERA" is video content. Since last year’s launch, "EUROSPORT" has been providing video content letting their viewers enjoy live sports games on demand. I also enjoy watching soccer games on TV a lot, but I miss some games when I am busy. When I miss them, I get so frustrated, so I am quite jealous that people who use the service can watch football games on demand on their spare time on the big screen TV.

• Flat TV "VIERA"
• VIERA Cast

Third day of IFA 2009 - it was raining a little when I arrived at the venue today, but since it is Sunday, it was very crowded despite the early morning hours. One of the most crowded areas within the booth is the corner with all the TVs where you will find the "VIERA," NeoPDP and LCDs using IPSα technology. I introduced the "VIERA" wall with the "VIERA" line-up in one of the entries that I wrote on the first day, but there were more interesting displays there.

First, let me talk about the NeoPDP corner. You will find the world's largest plasma display panel, the 150-inch, and the super slim 8.8mm thin plasma display. There are two 8.8mm plasma displays, one on each side of the 150-inch plasma display. The size and presence of the 150-inch is just amazing! I had never seen the 150-inch plasma display before. But it looked as though the whole entire wall had become a single image. Perhaps the 150-inch plasma display panel has crossed the boundaries of TVs and displays. Just like the "AVATAR" robot in front of the FULL HD 3D PLASMA THEATER, the 150-inch plasma display panel is a popular photo spot, with an endless crowd of visitors.

There is an image of an elephant shown on the display panel set by our feet. I believe that the 150-inch plasma display panels can truly display a small elephant in true-to-life size. The super slim plasma display panels on the left side of the 150-inch is slowly turning, letting you see exactly how thin they are. There were some people who were pinching the body with their fingers, checking out how thin they were for themselves. These 3 displays show images of nature and luxurious ornamentation. There are pebbles lining the floor in front of the displays, and when images of bears fishing in the river or images of waterfalls are shown, it felt as though a cool breeze was blowing through the passion-filled booth.

The corner describing the features of the NeoPDP is also interesting. Images of high-speed sports and video games are shown to illustrate the fast moving image response brought to life by the 600Hz drive. Also, a traditional plasma display panel and a NeoPDP is displayed side by side within a dim box to highlight the high contrast of 2,000,000:1. Here you can see images of the Tokyo nightscape and outer space, proving just how superior the NeoPDP is by showing the difference in the brightness and the blackness of black, and the difference in depth perception.

What stopped me in my tracks is an exhibit on plasma display panels and eye health. It introduced the number of times you blink when you watch the screen for a certain period of time or a diagram of how tired your eyes get. You can also learn about the scientific findings, which prove that plasma display panels are more eye-friendly. There were many people listening intently to the explanation, so it seemed as though many people in Europe are interested in the relationship between home electronics and health.

• Flat TV "VIERA"
• VIERA Link
• Digital Camera "LUMIX"
• HD Camcorder
• SD Memory Cards

The same footage you will find on the FULL HD 3D Special Site was also being shown here.

The line in front of the FULL HD 3D PLASMA THEATER doesn't seem to get shorter. In front of the theater, there are images that describe how Panasonic's FULL HD 3D works. You can enjoy FULL HD 3D without knowing how it works, but it uses such sophisticated technology, it is a great treat for digital AV lovers (especially someone like myself) to learn about it.

The system used for the FULL HD 3D PLASMA THEATER includes a 103-inch plasma display, a Blu-ray Disc player that can playback 3D images, and active shutter glasses. Although the final market-ready prototypes of the plasma display and the Blu-ray Disc player is yet to come, the system does not involve clumsy devices developed only for professional use. It really doesn't look so different from the Panasonic products we use day to day at home. Even if 3D images become widespread, you may end up only being able to watch 2D images in ordinary situations. It's not really realistic if you need to buy a special 3D TV. But the plasma display that forms part of this 3D system will also let you watch 2D images as 2D without special glasses.

Although there are multiple methods of 3D imagery technology, since Panasonic hopes to "offer Hollywood quality 3D imagery to people's homes," it has endeavored to use the method that most beautifully expresses 3D images. And this has meant producing full high definition quality images for both the left and right eyes and displaying the same number of frames we are ordinarily used to watching (i.e. 60 frames per second for each eye).

Full high definition images for the left and right eyes are recorded onto a single Blu-ray Disc. This is only possible with the high capacity of a Blu-ray Disc. Then the images are displayed using "frame sequential method." This means that full high definition images for the left and right eyes are alternately played at high speed per frame. And you watch the screen through the active shutter glasses that have shutters that are timed to open and close synchronously to the images display alternately. So, when the frame for the left eye is displayed on the screen, the shutters on the right closes, and when the frame for the right eye is displayed on screen, the shutters for the left eye closes. So the left eye will only see images produced for the left eye, and the right eye will only see images produced for the right eye. These images are then composited in our brains, forming a stereoscopic image. The shutters actually open and close 120 times per second! I stared at the active shutter glasses for a long time, but because the shutters open and close at such high speeds, it was impossible to tell with the naked eye.

These are the active shutter glasses. Although they look like a pair of sunglasses with thick frames, the shutters are opening and closing at high speed that are impossible to detect with the naked eye. It doesn't feel heavy at all, so I think that you will be able to enjoy a 2-hour movie without any discomfort.

As I explained earlier, the images are displayed at 60 frames per second; you could say that the images for 1 second is displayed as 60 frames, sort of like a cartoon on a flipbook. The speed for both eyes put together is 120 frames per second. And what can cope with such very high speed alternating images is the plasma display, which has a fast moving image response. You can only have beautiful 3D imagery if the images are alternately displayed crisply without any afterimage and if the frames for both the left and right eyes are clearly expressed. This is the reason why Panasonic has used plasma displays with a fast moving image response for the FULL HD 3D PLASMA THEATER system.

What is important is that the images are in full high definition quality. The images stay in focus and are in amazing quality unlike traditional 3D images. The images in the FULL HD 3D PLASMA THEATER had the same level of sharpness and crispness as watching full high definition images with the naked eye.

Although I've used technical jargon so far to describe the FULL HD 3D PLAMA THEATER, what is truly amazing about the FULL HD 3D is that the state-of-the-art devices used is quite familiar to the audience. Even if you use advanced technology, it will not become widespread if it is prohibitive, only accessible in certain locations. With Panasonic's FULL HD 3D PLASMA THEATER, a wide age group of visitors - children and the elderly alike – can and are enjoying the 3D images. I believe that what is most important about this system is that the FULL HD 3D devices are on the same tangent as home electronics.

• Flat TV "VIERA"
• DVD Recorder "DIGA"
• Blu-ray Disc Global

The most crowded area (there is always a line of people waiting) in the Panasonic booth is the FULL HD 3D PLASMA THEATER. The images from the movie, "AVATAR," shown in the theater are in full high definition 3D, and you can only watch it here at the Panasonic booth. So, it is kind of like a movie premier. There are 2 theaters available, so you would think that that would be enough, but there are double, triple lines of people waiting to get in. People are almost overflowing from the corner. Perhaps this is indicative of the interest European people have for 3D imagery.

But there are things around the theater that you can enjoy to pass the time while you wait. First, there is a display set up above people's heads, so you can watch learn about the highlights of the movie, "AVATAR," and watch a making-of movie, which features director, James Cameron, and Producer, Jon Landau who appeared at the press conference the other day. For example, they talk about how a 103-inch plasma display panel was brought into the actual studio used to shoot "AVATAR," so that they can check the 3D imagery.

　

And what is really drawing attention in front of the theater is the robot that was actually used for the movie. Initially a replica was supposed to be brought in, but Director, James Cameron insisted that the real thing be displayed. The robot is really well made - parts of the paint looked chipped from fierce battle, and there is real mud on it. It looks so real and it has a really great presence. There are many visitors who touch with great interest.

Once you get to the head of the line and go into the theater, you will see about 30 seats inside. In front of the theater you will find a 103-inch plasma display, and you get to watch the full high definition 3D images played by the Blu-ray Disc player with the active shutter glasses you were handed when you entered the theater. The sound from the outside is completely shut out from the theater, letting you fully concentrate on the 3D imagery. I would like to do the FULL HD 3D PLASMA THEATER proper justice and write about what I thought about what I saw in another entry.

• FULL HD 3D Special Site

What kind of images do you think of, when you think 3D imagery? Many of you may recall 3D movies that you may have watched when you were young with glasses that had 2 different color lenses or an attraction video you often see at amusement parks. I have watched such 3D footage a few times, so I was also expecting something similar at the FULL HD 3D PLASMA THEATER, but in fact, it was absolutely different; much more fun and exciting than what I had expected, so it was a very satisfying experience.

The admission to the theater is free, free for all to enter. A flyer, which served as a ticket to the theater, was handed out at the reception. It is hard to see in the photo, but these flyers were also made in 3D.

What blew my mind first and foremost was the "FULL HD 3D" logo, which appeared in the opening sequence of the footage. It was already stereoscopic, floating in mid air. I'm not doing it justice by describing the logo in this way, but the letters looked as though if I stretched out my hands I could touch them. I was even more surprised that the shimmering edges of the logo seemed as though they were real metal reflecting the light. Only full high definition could create such a clear, high resolution image and I was drawn into the world of FULL HD 3D from the very beginning of the footage. I wasn’t the only one who felt this way; other people watching in the theater also seemed to be amazed and excited about the stunning FULL HD 3D image.

I was also impressed by the footage of the Mass Games performed at the opening ceremony of the Beijing 2008 Olympic Games. You could clearly see the dynamic waves formed by tons of performers, from those in the front to the performers in the back of the stadium. In general, with images, the other side of the subject in focus is not recorded, but the FULL HD 3D images provide a realistic feeling, as though things on the other side are really there. It is so convincing, it almost makes you think that you can grab the things on the other side. The word, "Amazing!" escaped from the deeply impressed audience when tons of confetti and ribbons seemed to fly through the air.

Also, with the trailer for the movie, "AVATAR," the depth in the scenes shot in the forests and research facilities on the planet where the movie takes place, as well as the fierce battle scene seemed so real, I felt as though I was actually there. You may have already seen the trailer since it is available on the Internet, but the 3D version is so fantastic, it felt like it was a completely different thing.

After experiencing the 3D imagery in the theater, I really wanted my family and friends to see for themselves, too. It's almost like when you eat a delicious meal; you want to recommend it to your friends. Now that I've experienced the quality of 3D imagery, I am curious to see how people who watch it for the first time will react to it. I am convinced that anyone who watches it will certainly be blown away. This is the impression I got from the 3D imagery I watched at the FULL HD 3D PLASMA THEATER. Having said that, you can't experience 3D imagery on TV or paper and I feel bad for those of you who are now itching to watch it after reading my entry. But don't worry, Panasonic has promised to offer FULL HD 3D to people's homes in near future, so let’s look forward to that day!

• FULL HD 3D Special Site

At the FULL HD 3D PLASMA THEATER, you can watch the trailer of "AVATAR." I don't know if you have heard about the movie, or if you know about the relationship between Panasonic and "AVATAR." The movie hasn't been released yet, so there isn't a whole lot of information available about the movie yet. But the producer of "AVATAR," Mr. Jon Landau came to the press conference held the day before IFA as a special guest, so let me tell you a little bit about his speech.

Mr. Jon Landau, who appeared on the press conference stage was a very jovial gentleman, who answered the questions posed by the MC with great cheer. As I have mentioned in another entry, he very graciously accepted my request to take his photo. He seemed to me like a very down to earth person.

It seems that "AVATAR" is a story that the Director, Mr. James Cameron had written even before "Titanic." But the CGI technology back then could not do it justice, so they shelved it for a bit. But the recent technological innovations have made it finally possible to create this film. Also, Mr. Cameron has been testing out 3D technology in his documentary projects, and he decided to embark on using 3D technology for "AVATAR" as he thought that it was the best way to make the movies engaging and immersive. So they had a great story to begin with, and combining that with revolutionary technology, they have created a fantastic movie.

Even before they started on "AVATAR," they had been using Panasonic products to make a lot of their movies, so he said it "made sense" that Panasonic became the official audio visual partner. They brought in 103-inch plasma displays to the studio to check the quality of the images they've shot, so he described how the high resolution unique to plasma was a very big help.

You can learn about how Panasonic products were used in the production of the movie on the display monitor set up above people's head in front of the FULL HD 3D PLASMA THEATER. And you can see the Panasonic products in this making-of film. You can only see these clips from behind the scene at the Panasonic booth.

Mr. Landau described 3D with the following words: "We view it not as gags coming off the screen, but as a window into the world." The movie will be simultaneously released in theaters all around the world in December, so we still have to wait a bit, but if you can make it to the FULL HD 3D PLASMA THEATER, you will be able to experience the world created in 3D for "AVATAR."

• FULL HD 3D Special Site

Good morning. The second day of IFA 2009 has just begun. Today being Saturday, there are a great number of people already here, and many children are here, too.

Since I am an avid electronics lover, of course I collect catalogs for various devices. So I started today's collection with a catalog being distributed within Messe Berlin. When I opened it, I was surprised to see how different it was from the catalogs I have been used to in Japan. For example, the "VIERA" and "DIGA" catalogs were quite chic, using colors such as black, gray, and navy. The writing on each page was quite short, and the layout was quite clean. I felt that the catalogs were trying to convey the message through the visuals used, rather than with text.

It's amazing how you can see the difference between countries even in a catalog or poster.

I found 2 folded posters at the information counter. If you opened them up, it expanded into the actual sizes of the "VIERA" 42-inch model, the TX-P42GW10, and the 50-inch model, TX-P50GW10. I have actually cut out newspapers and placed them on the wall when I was contemplating buying a flat-screen TV because I wanted to know exactly how big it would look in my living room. It sounds like an odd thing to do, but may be some of you have done something similar before? If I had a poster like that back then, it would have been a lot easier.

• Flat TV "VIERA"

Relaxing with a cup of green tea made with a tea bag I brought from Japan. The aroma is really soothing, and helps wash my fatigue away.

The first day of IFA 2009, which began for Panasonic with a tape cutting ceremony on the main stage, ended without any major hiccups. For myself, it was a very long day as it was my first day as an exhibition reporter.

The Panasonic booth was crowded with people, even right after the exhibition opened its doors. Time seemed to go by in a flash. I became mesmerized by the presentations and the products on displays, I often would wake up from such reverie and feel a sense of urgency. The festival has just begun. I hope to do my best tomorrow to tell you about the exhibition!

The Panasonic booth is divided into different areas based on the product category. The main stage is located in the center of the booth, and 10-minute presentations are held on stage. The "Corporate Message" presentation held every 30 minutes describes where Panasonic is "now," and where it is going in the "future," so it is very interesting.

The opening begins with dynamic CG images counting down the seconds. I also work as a designer, but I think the CG countdown images are really cool. I like how the seconds slides across the screen at varying speeds, and how the images of Panasonic products and people who use them float around the screen, changing as the countdown progresses. I just want to sit here and watch the opening countdown every half hour, and I wish I could make it into a screen saver for the mobile phone.

When a more up beat music starts, 2 MCs, one male, one female, appears on stage. They introduce the new and popular ideas and products displayed at the Panasonic booth at IFA one by one. It covers NeoPDP, "VIERA IMAGE VIEWER," "VIERA CAST," high definition camcorders, "LUMIX," "DIGA," and FULL HD 3D. The key features of each idea and product are communicated using animation and video images that appear on the 4 103-inch plasma displays set up on stage. Many ideas and products are described, but what I was really intrigued by was the last part of the presentation, which described 'eco ideas.' Of course, since I love electronics, I also enjoyed the part about NeoPDP and FULL HD 3D, but the 'eco ideas' describe environmentally conscious manufacturing practices and technologies with new and improved environmental performance, so I was intrigued by the history of how Panasonic products came about.

When looking at the 'eco ideas' portion of the presentation, I realized that what I thought I knew of Panasonic was only a small part of the whole. I probably do all right with respect to the specifications of AVC devices and home electronics, but I came to understand the philosophy and visions underlying such ideas and products. Of course, as long as home electronics continue to consume power, the CO2 emissions cannot be reduced to zero. However, Panasonic tries to reduce the environmental impact as much as possible, and they incorporate such efforts into their products. It seemed as though there is an 'eco' umbrella and all the products fall under it. Of course, there are some people who think that you can "use and buy products without knowing about the philosophy or vision." But choosing a single product from among the many means to a certain extent that you are approving or placing a vote for the philosophy or vision incorporated in the product. This is because products aren't just haphazardly created. They have an objective - to make life richer and fuller, to offer convenience. The "Corporate Message" presentation not only deepens the understanding for the new products and new services, it also makes you think about the society and the environment.

On the main stage, you can also see presentations that focus on a specific product. They are conducted in English and German, so you can pick the show times accordingly.

• Digital Camera "LUMIX"
• DVD Recorder "DIGA"
• VIERA Image Viewer
• VIERA Cast
• FULL HD 3D Special Site
• HD Camcorder
• ‘eco ideas’ Special Site

In the 'eco ideas' corner of the booth you will find an explanatory video and experiential demonstrations, which help describe Panasonic's advanced environmental technologies. For example, you can see for yourself how much water can be conserved by tilting the drum of the washing machine, how much heat the vacuum insulation panel of the refrigerator can shut out, etc. It is like a "scientific museum" where you can experience things for yourself.

As part of its commitment to the global environment, Panasonic supports the Catlin Arctic Survey, which aims to answer a key environmental question, "How long will the Arctic Ocean's sea ice cover remain a permanent feature of our planet?" (http://www.catlinarcticsurvey.com/aboutus). There is a display about the Catlin Arctic Survey in the 'eco ideas' corner, but the main stage presentation also features the polar explorers of the Catlin Arctic Survey, which I will describe in more detail at a later time, so please look forward to that entry!

• ‘eco ideas’ Special Site

Of course you can watch an entertaining stage presentation on the main stage, but you will also hear dance music and presentations from the "LUMIX" and high definition camcorder corner. There is a shooting corner and the dance crew put on a cool performance there. You can have fun using the cameras and camcorders to capture the dancers dynamic choreography. The "LUMIX GF1" is also available for test shooting. Even though there are more than 10 "GF1" available, since it was just unveiled a couple days ago, sometimes there is a line of visitors waiting for their turn.

• Digital Camera "LUMIX"
• HD Camcorder

Network solution technologies that link AVC devices together such as the "VIERA Link," "VIERA CAST," "WirelessHD™," and "DLNA" are introduced as "CONNECTIVITY." "VIERA Link" is attracting many visitors because of the convenience it offers - control over devices connected with the HDMI cable using a single remote control. "VIERA CAST" is quite similar to the "acTVila" service offered in Japan; you can watch contents such as EUROSPORT and YouTube by establishing a connection to the Internet. In this corner you can actually watch such content by navigating through the menu. Also, the "Multi-room Sharing" - a technology for the near future - which lets you view contents stored on the Blu-ray recorder in the living room in your bedroom or study, is also being introduced.

• VIERA Link
• VIERA Image Viewer
• VIERA Cast

In the Blu-ray player corner, you will see a demonstration, which uses beautiful images of the full high definition Blu-ray movie software. And you can also check out various types of home theater set up such as a luxurious sound system, all-in-one wireless system, and a compact system. Such a wide range of theater line-up is unique to Panasonic.

• WirelessHD (TM)
• Blu-ray Disc Global

A blue light radiates from the Panasonic booth - this is the Blu-ray recorder corner. At yesterday's press conference, it was announced that the Blu-ray recorder will be released in Germany early next year. So the Blu-ray recorders are drawing a great crowd here at the booth. Perhaps many visitors are checking them out with the onset of full-fledged high definition broadcasting in Germany right around the corner.

• Blu-ray Disc Global

The NeoPDP technology has improved the luminance efficiency of plasmas. There were some visitors who stopped in their tracks to admire and take photographs of the world's largest 150-inch plasma display panel and the 8.8mm super slim plasma display panel.

What has the greatest floor space within the Panasonic booth is the "VIERA" corner. The wall, referred to as the VIERA Wall has a great line-up of plasma display panels and LCDs. The sight is really splendid. There are people who, with a "VIERA" catalog in hand, are listening very zealously to the explanation of the "VIERA" staff. It seems that the "VIERA" is also very popular in Europe.

• Flat TV "VIERA"

This is the FULL HD 3D PLASMA THEATER where you can actually experience the FULL HD 3D imagery introduced in great detail at yesterday's press conference. You can watch 3D images of the F1 machine gliding through the circuit, the Opening Ceremony and competitions of the Beijing 2008 Olympic Games, and scenes from alpine skiing in Vancouver, as well as the trailer for the movie, "AVATAR." Although the exhibition has just begun, there is a long line of people who are waiting to get in to watch the latest 3D imagery. In front of the theater you will also find the robot actually used in the "AVATAR" shoot. Many people are taking pictures with/of it.

• FULL HD 3D Special Site

Today being the first day of the exhibition, I would like to give you an overview of the Panasonic booth. I will talk about each corner in detail later on.

First, let's start with the main stage. Various presentations are held on this stage. It welcomes the visitors and serves as the face of the Panasonic booth. The state-of-the-art technologies and products Panasonic offers and the corporate vision and message are encompassed in the main presentation, the "Corporate Message." Two MCs, male and female, will make the presentation in a great, up-tempo manner, and dynamic footage will be displayed on the four 103-inch plasma displays set up on stage. Many people seemed to be completely blown away by the presentation.

When I arrived at Messe Berlin this morning, a woman handed me a larger than normal size newspaper. It was the official IFA paper, which will be released every day during the IFA with information and news about the exhibition.

When I read the cover page of the first edition for IFA 2009, I noticed the words, "3D COMES ALIVE." The edition wrote about 3D imagery, and Panasonic's FULL HD 3D was featured quite prominently.

Many people were lined up at the FULL HD 3D PLASMA THEATER. I am sure it will create a great buzz and many more people will come to check it out.

The article, which featured an interview of General Manager Masayuki Kozuka of Panasonic Corporation talked about Panasonic's commitment to 3D, how this came about, as well as its involvement with the movie, "AVATAR."

• FULL HD 3D Special Site

September 4, 10:00 - the IFA 2009, which will be held for 6 days starting today, has just begun. Although it was a bit rainy yesterday, today, the skies are sunny and clear. Despite the fact that the exhibition has only just begun, many visitors are coming to the Panasonic booth to have a look. I am a bit excited myself! Time's a wasting, so would like to get started right away on my reports about the Panasonic booth and its corners. The entries will be uploaded one after another, so please stay tuned!

Less than 24 hours to go until IFA 2009 begins. Preparations are steadily underway at the Panasonic booth. Many rehearsals with the presenters and staff are taking place on the main stage, where various presentations will be held during the exhibition. They are rehearsing so that they can get down the best timing at which the BGM starts and MC begins talking, the height and position of the plasma display hung from the ceiling, etc. Staff are making minor adjustments by displaying patterns that allow you to vertically/horizontally align the screen. These patterns have been displayed on the gigantic screen in the background. Many people are working without compromise to make sure they can put on the greatest show for all the visitors.

At the digital camera booth, staff are working very hard to get things in place so that they can create a very unique exhibit, one never seen before in Japan. I can't give you the details yet, but I can't wait to tell you about it.

On the wall near the digital camera booth, you will find a big poster of the "GF1," the new "LUMIX" G series model announced at the press conference held in the morning. I really want to test out the actual model and tell you about it in detail.

I ran into Mr. Jon Landau right before the press conference. It just goes to show what a world-class event IFA is.

As I was walking around the booth before the press conference started, I ran in to Mr. Jon Landau in front of the stage. I asked to take a photograph of him for the blog, which he graciously accepted. Being able to meet such a big time producer is such an honor, I felt lucky to be here as a blog writer.

I have much more I would like to tell you, but since everything is still coming into place, I would like to save the fun for later. I look forward to reporting about IFA. I hope you'll enjoy my entries, too.

Of course, today being a day before the exhibition, the Panasonic booth as well as many areas of Messe Berlin are very busy with activity. There are many large trucks around the halls delivering equipment, which will be exhibited at IFA, and there are many people working at full speed. Messe Berlin has a characteristic not seen in other venues used for the International CES or CEATEC JAPAN. Usually, a large hall is divided into several booths. But Messe Berlin has halls of various sizes, big and small, so the exhibitors can choose the size they want. So, whether the hall is big or small, you can have a hall entirely to yourself, giving Panasonic great freedom to use the hall to its liking. You can have a good long look at the exhibited ideas and the stage presentation without being bothered by the noise from the adjacent booth.

There are 30 some halls like this in Messe Berlin. This photograph is of Hall 5, where the Panasonic booth is located. What you see on the ground level is actually the upper level, and there is another company's booth on the first floor. So Hall 5.2 means that Panasonic's booth is located on the second floor of Hall 5.

Since Panasonic has the entire hall to itself, it can use the wall to create a big horizontal visual. It seems that the word, "Revolution," is one of the important key words for the Panasonic booth at this year's IFA 2009.

Today, on the day before the exhibition began, I went to attend the press conference held from 10:00 a.m. on the main stage of the Panasonic booth.

At the beginning of the conference, Mr. Laurent Abadie, CEO of Panasonic Europe Ltd., introduced the sales figures for Panasonic and its strategy in Europe. Panasonic's "VIERA" has a 43% share of the plasma display market and the "LUMIX" has a 21.1% share of the compact digital camera market - this is the leading share in both markets. Furthermore, Panasonic products have a share of 36.8% in the high definition camcorder market in Germany, and the greatest share in all of Germany and Europe in terms of DVD recorders (all figures as of July 2009). In addition, Mr. Abadie explained that the flat-screen TV market is expected to grow by nearly 150% year-on-year owing to the widespread introduction of the NeoPDP and LCD panels (IPSα).

Introducing the great sales of Panasonic products such as plasma displays and compact digital cameras.

Mr. Abadie explained the prolonged economic slump from last fall using the Japanese term "ki-ki (danger-opportunity)" and committed, as a leader that develops new ideas and values, to overcoming such kiki. As one such means, the presentation touched upon the energy sector, a market that is expected to continue to expand in future, and introduced Panasonic’s energy solutions that "Save Energy," "Create Energy," and "Store Energy."

Then, FULL HD 3D was introduced as Panasonic’s new approach to the future AV entertainment. Panasonic will develop FULL HD 3D and offer it to a wide range of environments from the filming set to home entertainment under the concept "From Hollywood to the Home." Specifically, Panasonic intends to offer a full lineup from 3D cameras suitable for shooting movies; Blu-ray discs; dedicated Blu-ray disc players; HDMI; 3D active shutter glasses; to plasma TVs. Panasonic aims to provide high quality FULL HD 3D technologies as an "end to end" solution. In other words, it aspires to cover all aspects of the process from shooting (input) to image display (output).

Next, Mr. Miyata of the Visual Products and Display Devices Business Group of Panasonic AVC Network Company introduced the "Digital Hearth" concept, which was first conveyed at the International CES held in January 2008. This concept represents Panasonic’s vision to bring families together around digital devices such as the "VIERA," so that they may enjoy their time together in the living room, just like how hearths or fireplaces were gathering places in the good old days. Then, Mr. Miyata described how TVs have undergone a transition - they have evolved from black and white to color and from high definition to FULL HD and stated that we are finally entering the era of FULL HD 3D, the next historical step for TVs. The following 4 benefits and advantages that Panasonic aspires to offer through FULL HD 3D were introduced: 1) realizing a more realistic 3D visual by employing plasma displays; 2) offering a holistic approach that covers the filming set through to home entertainment; 3) contributing to the standardization of 3D with Panasonic’s FULL HD 3D technologies; 4) enabling the production of high quality 3D content by collaborating with Hollywood. Under the "Step into the 3D World" concept, Panasonic will amplify its 3D business, while offering new and exciting TV experiences by taking advantages of the benefits offered.

Next, Mr. Yoshida of the Network Business Group of AVC Network Company appeared on stage to introduce Panasonic’s FULL HD 3D technologies. He explained that the future of the "Digital Hearth" will be formed based on 3D. The Blu-ray recorder, "DIGA," and the "LUMIX" G series were introduced as new products that have joined the "Digital Hearth" team. Mr. Yoshida announced that Panasonic plans to introduce 2 Blu-ray recorder "DIGA" models, namely ones with a 500GB and 250GB hard drive, to the German market early next year. Also, "GF1," a new compact digital interchangeable lens camera from the "LUMIX" G series, was introduced. The "GF1" particularly drew a lot of media attention since it was unveiled immediately before the conference.

Producer Jon Landau talks about the new 3D movie "AVATAR," a movie being directed by James Cameron.

At the end of the conference, Mr. Jon Landau appeared as a special guest. Mr. Landau, who is known as the producer of the movie, "Titanic," directed by James Cameron, is also working as a producer in Cameron’s next movie "AVATAR." Since Panasonic has provided some of its latest products as the film’s exclusive audio visual partner, Mr. Landau was invited to attend the press conference. In his speech, Mr. Landau praised Panasonic’s plasma display, which he used to check the image quality at a very high resolution right after the shooting onsite. He also explained that the environmental message that "AVATAR" intends to convey resonates with Panasonic’s "ideas for life" concept. 　Mr. Landau also forecasted that 3D would become the standard for Hollywood movies and a number of 3D movies would be produced in future.

At the end of the conference, Mr. Abadie, Mr. Miyata, and Mr. Yoshida appeared on the stage once again for the photo session. They all wore active shutter 3D glasses and big smiles on their faces.

Good morning! My first day in Berlin! I'm sure its from the flight or jetlag, but I woke up at 5:00 a.m. I couldn't get back to sleep, so the sun rose as I lay there awake. Although I feel a little sleepy, since the IFA 2009 will begin tomorrow, I will begin to report about the exhibition starting today.

I made my way to Messe Berlin, where IFA 2009 will be held, to report about Panasonic's press conference, which will be held this morning, and about the Panasonic booth as it goes through the last stages of transformation. To get from my hotel to the venue, I crossed the city in a taxi, and luckily, I got to ride by the Victory Column (Siegessäule) and the Kaiser Wilhelm Memorial Church. And just as I had read about, there were many bear sculptures all over town. There were also many other sculptures that look like they were created by artists. I hope to take a longer look at them if I have time.

The Kaiser Wilhelm Memorial Church, which survived the fire from the bombing raid during World War II.

Sculptures of bears suddenly appeared in my line of sight. Children would get a kick out of them.

I arrived at the IFA 2009 venue, Messe Berlin after approximately 20 minutes in a cab traveling through the city. At the south gate, which is characterized by a gigantic, round half-moon shaped building, you can find big IFA letters and an IFA poster. The models in the poster have such happy expressions, they look as though they are at a festival. This seems like such a contrast to other exhibition, where the main guests are industry people. But it seems well suited to IFA, which attracts many from the general public. The big IFA letters you see in front are actually a lot larger than they appear in the photograph. I am 165cm tall, but if I stand under the letter F, the top of my head doesn't even come close to the bottom bar.

Arrived in Berlin. It is overcast, just as the weather forecast had predicted.

We traveled 9,000 km on a 12-hour flight and finally arrived in Berlin Tegel Airport via Frankfurt. And now I am in my hotel room writing my entry. I was quite tired after spending such a long time on a plane. I was relieved when I got off the plane, since I finally got to stretch out my aching joints. Having said that, I got up from my seat, walked around and stretched a bit when I was on the plane, so it isn't so bad now. I had thought that I wouldn't get so hungry because I'd be sitting down for the majority of time, but I managed to finish both meals and even the snacks offered.

Upon arriving at the Tegel Airport, I found IFA 2009 posters placed here and there in the arrival lounge. I saw some foreigners taking photos of the posters, so I guess they are also here for IFA like myself. I realized anew that IFA is an international exhibition that brings together visitors not only from Germany and Europe, but also from all over the world. As I was walking out to a taxi stand, I found posters collaboratively promoting for the movie "AVATAR" and Panasonic's FULL HD 3D. As I have mentioned, Panasonic and Twentieth Century Fox Film Corporation will be working together to promote the movie “AVATAR.” The poster seems to be a prelude to some kind of announcement that may be made IFA 2009 and I am very much looking forward to it.

I found the posters jointly promoting Panasonic's FULL HD 3D and "AVATAR"!

It got me more excited about IFA.

While I was on the plane, Panasonic announced its new "LUMIX" G series, the "GF1." I am quite disappointed that I had to wait until I got off the plane to learn about this new series, but I got online immediately to check out the new "GF1" site. I learned that although "GF1" looks like a compact digital camera, it is actually a digital interchangeable lens camera that uses the micro four-thirds system. Many people must have been waiting for such a compact digital interchangeable lens camera to come out, and I am proud to say, I am one of them. An announcement right before IFA 2009 must mean that the "GF1" will be exhibited and available for testing at the Panasonic booth there. Now I have one more thing to look forward to at IFA!

By the way, from this entry forward, the time displayed will be the local time in Berlin.

It is finally time to leave for Berlin to report about IFA 2009. I am relieved to have finished all my preparation for the trip. I checked the weather in Berlin on line. It seems like the weather there won’t be very good for the next 2 or 3 days, but I hope it gets better by the time IFA 2009 starts.

IFA 2009 will be held for 6 days, which is a relatively long time compared to that of other exhibitions. So, gathering information during the exhibition will require quite a lot of stamina. Having said that, since I am an avid electronics lover, it will be blissful for me to be able to spend so many days surrounded by state-of-the-art Panasonic devices. I am looking forward to seeing the latest models including those for "VIERA," "DIGA" and "LUMIX" that await my arrival.

FULL HD 3D Global

One of the things I am looking forward to is the FULL HD 3D, which created quite a stir during the 2009 International CES held early this year. I haven’t seen it yet, so I am very curious to check out the fantastic visual experience for myself. On the website dedicated to the FULL HD 3D, I found articles and press releases announcing that Panasonic and Twentieth Century Fox Film Corporation will collaborate to promote the 3D movie, "AVATAR," on a global basis. With respect to the production of this movie scheduled for release worldwide at the end of the year "Panasonic has provided some of its latest AV technology products" as the film's exclusive audio visual partner, so I am hoping that there may be more information about it at IFA 2009. The FULL HD 3D website also offers useful information such as a video that explains the mechanism of FULL HD 3D, blogs written by those who have experienced it as well as a Twitter application, so I have become pretty FULL HD 3D savvy.

While I am excited, I am also a bit nervous since it will be the first exhibition I will be covering, but I will do my best to provide new information from the venue in real-time, so please stay tuned.

Here is my passport, which I finally managed to retrieve. I also bought travel items such as portable shavers and air pillows.

Only a week to go until IFA 2009 begins. I have gradually started to prepare for the trip. I have only been abroad once before, to Italy, so going to Berlin will be my second time overseas. However, 8 years have gone by since my last trip to Italy, so I am getting ready as though it's my first time abroad. I had lent my suitcase to a friend six months ago, but it broke then, and my other must-have travel items are all missing, so I have to go out and buy new gear.

Not counting the flight over and back, I will be spending 8 nights at a hotel to report about IFA. It is quite rare to be spending 8 nights in one place, regardless of whether it is for work or pleasure. Until I know what the weather will be like in Berlin, it's quite hard to decide on the size of the suitcase. I also don't know what places would be good to eat or how I should get around the city. I can always look for information on the Internet, but I thought it best to learn from those who have gone before, so I contacted mino-san (who has reported on IFA in the past) and asked for his input.

According to mino-san, during IFA, the temperatures in Berlin are a bit cooler than Japan (which will be still hot and humid), so it's quite nice. Some days it may feel a bit cold, so if you're not careful you could end up catching a cold. And in terms of where to eat, as you may have read about in the IFA 2008 entry, there are a lot of restaurants at the venue, so I won't have to worry about that. But because you have to eat out most of the time during the stay, mino-san said that if there are grocery stores and department stores nearby the hotel, you will be able to change it up a bit and even save money as well. He also gave me other great pointers, so I feel a little bit more at ease. mino-san, thank you very much for your help!

As I have hinted at, what was most difficult about getting ready for this trip was the passport. I hadn't used it for 8 years, so I forgot where I had put it. I had to turn the house upside down to look for it, but I couldn't find it so I was thinking of going to apply for a new one when I found it in a drawer with laundry detergent and fabric softener. I had used this drawer to store all my travel gear before, but over the course of 8 years, it had been transformed into a drawer for laundry detergent, etc. so I found my passport stored under a pile of clothespins. I had applied for a 10-year passport, so at least it was still valid. I had already started to look into applying for a new passport, but I am glad I found it; it saved me the hassle of going to get a new one and waiting a week before picking it up.

It will probably take me until the day before the flight to get completely ready for the trip. I am still contemplating whether or not I should have earplugs, eye masks, etc. But I will be as ready as I can to report about IFA 2009 from Berlin, so please look forward to my entries.

Although I was asked to report about IFA 2009, I realized how little I knew about Berlin and IFA. What I think of when I think Germany is beer, sausages and Franz Beckenbauer (a former player on the West German national football team). So, I wanted to take this opportunity to learn about Berlin and IFA. It is good to have a basic understanding about the destination before traveling, since it makes the trip much more interesting. I am sure some of you may know a lot more than I do about Berlin and IFA, but please bear with me.

The distance between Japan and Germany is about 9,000 km. In other words, on a direct flight it will take about 12 hours. This means that you have to spend almost half a day in a plane, and this makes me wonder how I am going to pass the time… Japan is 7 hours ahead of Germany, so subtract 7 from the local time in Japan, and you'll know what time it is in Germany. Having said that, I guess the time difference doesn't really matter because I will be writing about IFA 2009 from Berlin in real time.

After the reunification of East and West Germany in 1990, redevelopment of Berlin, the capital of Germany, took place mainly in the former East Germany side. So a number of modern buildings can be found particularly in the Potsdamer Platz. In addition to these modern buildings, historical architecture such as the Brandenburg Gate and Berlin Cathedral can be found in the city, making Berlin a great tourist destination. Right after the Berlin Wall was knocked down, artists from all around the world came to Berlin to adorn the remaining walls with their paintings, so some of them still remain preserved.

While I did my research on Berlin, I came to learn about the bears. You can find them on the coat of arms of the city, but you can also find bear motifs everywhere in the city such as on beer labels. There are several theories about the relationship between the bears and Berlin. One theory is that the bear was chosen as the symbol to protect the city. Berlin was originally a city of merchants surrounded by a thick forest, and legend has it that people chose the bears because they have strong powers in the forest, strong enough to protect the city from what lay beyond the city limits. So, while serving as the mascot of the city, the bears also represent the "strength" of the city. Moreover, the first prize of the Berlin International Film Festival is the "Golden Bear" and mino-san has also mentioned the bear statues located in front of the venue in his report on IFA 2007. This represents the deep relationship the city has with bears.

I went and visited the official website for IFA. I thought it was the Tokyo Tower on the top page, but the tower pictured is the large broadcasting tower at the Messe Berlin. I hope to climb to the top of this tower during my stay.

IFA 2009 is one of the world’s largest consumer electronics shows held every year in Messe Berlin, a grand venue for international trade fairs located in the center of Berlin. It is also called the "Berlin International Consumer Electronics Exhibition" and as the name indicates, this exhibition is not only for professionals or people in the industry, but it is also great fun for consumers. In other words, IFA is an exhibition that offers the general public an opportunity to actually see various electronics products we are familiar with such as TVs, DVD and Blu-ray recorders, and digital cameras, which we may be currently using or may be able to get our hands on in the near future.

One of the exhibition's main features is that events such as outdoor concerts and fireworks will also take place at the venue, attracting the general public such as families. Another main advantage is that while other major exhibitions most likely take place in remote areas such as bay areas and outskirts of town, Messe Berlin is located in an area only 10 minutes away by train from the city center, offering great accessibility.

IFA also serves as an important platform for conducting business negotiations since a great many dealers come to the exhibition from all over Europe. The sheer scope and success of IFA held in the past can be grasped from reading the past Cyber Showcase Blog entries. But you can also see from the official figures - attended by 1,245 companies from 63 countries and nearly 215,000 visitors from 126 countries (from the IFA official website) – that IFA is indeed one of the world's largest consumer electronics exhibitions. Although there is concern that the economic downturn we have experienced from last fall may have an affect on this year's exhibition, IFA is one of the world’s largest exhibitions, taking place for a global audience, so I am sure that the most advanced technologies will be showcased whatever the case. I am very much looking forward to the new technologies and products that Panasonic is going to introduce at IFA 2009.

In about a month, IFA 2009 will take place in Berlin, Germany. My name is Hiroyuki and IFA 2009 will be the first exhibition I will cover as a writer for the Cyber Showcase Blog. I will try my best to upload hot information with a fresh newcomer's eye, so please look forward to my entries.

IFA, held every autumn in Berlin, is one of the world’s largest consumer electronics shows, and this year’s exhibition will take place from September 4th (Fri) through 9th (Wed). Since IFA is open to people in the industry, the media, and the general public, Panasonic regards IFA as an important exhibition for communicating information to the European market. In this blog, I will be introducing reports from onsite during the exhibition, as well as information leading up to the opening of the exhibition.

To tell you the truth, my trip to IFA will be my second time going abroad. Last time, I went to Italy as part of a tour group, so I got away with being a bit of a country bumpkin, but this time it will be different. I am going as a writer and I have to communicate information regarding the products and the exhibition from the venue in real-time. I am already a little nervous. Having said that, I would like to draw on my advantages as an early adopter and an avid electronics lover to check out new products and technologies from a sharp perspective. As IFA will be held in Germany, I am also looking forward to seeing the differences between exhibitions in Japan and Germany in terms of the design and layout of the booth and show performances. I will do my best to make my reports interesting, so please stay tuned!

IFA 2009 (Berlin International Consumer Electronics Exhibition)

Period: September 4 (Fri) – September 9 (Wed), 2009
Venue: Messe Berlin (Berlin, Germany)
Organizers: gfu (The German Association for Entertainment and Communications Electronics), Messe Berlin GmbH
Official site: http://www.ifa-berlin.com/