Category Archives: news

Shaba – A film by Ami Vitale

In the mountains of northern Kenya, a Samburu community is doing something that has never been done before. They have built an elephant sanctuary for orphaned elephants, where they rescue and raise them with the ultimate goal  to reintroduce them back into the wild. The sanctuary isn’t just about saving elephants; it’s about breaking down stereotypes and redefining wildlife management. When people realize that they can benefit from healthy elephant populations, they’re proud to take care of wildlife. 

Reteti is also empowering young Samburu women to be the first-ever women elephant keepers in all of Africa. At first, the community didn’t think there was a place for women in the workplace. Now, the success of these women elephant keepers is unlocking new possibilities and setting a powerful example for young girls hoping to pursue their dreams. It’s also changing how the community relates to elephants. Schoolchildren who have never seen an elephant before or who were afraid of elephants visit Reteti and experience these elephants up close. They then realize they can grow up to be a veterinarian or an elephant keeper.

In the past, the local people weren’t much interested in trying to save elephants. A rescued calf had to be transported to Kenya’s only orphanage, some 240 miles away, near Nairobi. If successfully rehabilitated, the youngster would have to be released into Tsavo National Park, with no hope of reunification with its original herd way to the north. But now, elephant orphans can be returned to their home ground, where they’ll have a good chance of reconnecting with their relatives.   

What’s happening here, without fanfare, is nothing less than the beginnings of a transformation in the way the Samburu people relate to wild animals they have long feared. This oasis where orphans grow up, learning to be wild so that one day they can rejoin their herds, is as much about the people as it is about elephants. 

Since September 2016, they have rescued over 35 elephants and returned ten back to the wild. This is the result of a widely recognized and expanding grassroots movement of community-driven conservation across northern Kenya; a movement that is growing new economies, transforming lives and conserving natural resources.  

Shaba is an 11-minute short film about the sanctuary that will be available on-demand and all ticket sales go directly to support the elephants and their incredible keepers. It will be available until the 31sth of August at shabafilm.org

The film is about an orphaned elephant named Shaba who arrived traumatized after poachers killed her mother in front of her. It took weeks for the team at Reteti to finally forge a connection with her and Shaba soon became the matriarch of the entire orphaned herd. She became instrumental at the sanctuary, caring for each new orphan that arrived and teaching the keepers how to be better caretakers. This is a story about learning to trust those that we fear. Shaba teaches us about love and our connections to all of life around us.

Sony launches ZV-E10 vlogging camera with 24.2-megapixel sensor

Sony has recently launched the Sony ZV-E10 mirrorless camera in India. It is the second camera of the ZV-series after the Sony ZV-1, which was launched in 2020. This series camera is targeted towards video content creators, and by launching the Sony ZV-E10, the company has pumped up the concept of vlogging to next level. This is because the Sony AV-E10 displays various vlog-specific features. While some of the features have been acquired from Sony ZV-1, such as the Bokeh Switch button and Product Showcase setting, there are some new features as well enclosed in the Sony ZV-E10.


Unlike the ZV-1, this vlogging camera comes with interchangeable lens options. Now consumers can attach the company’s E-mount prime lens, telephoto lens, zoom lens, macro lens, ultra-wide lens, or fish-eye lens to the camera.


Sony ZV-E10 features a 3-inch side flip-out touchscreen LCD panel. It is armored with a 24.2-megapixel APS-C Exmor CMOS sensor. It can shoot 4K videos at 30fps, and Full HD videos up to 120fps. It comes with an 11fps continuous shooting supported by the camera. The real-time eye tracking feature works for both – animals and humans – while shooting images.


Sony ZV-E10 has a dedicated button to change between Slow and Quick mode, Photo and Video mode. This allows users to easily shoot slow motion videos without going into settings manually. A standard and active mode image stabilization is present in the camera for taking firm video footages.


One of the highlights of the latest vlogging camera is that users can livestream without any hassle. Users can livestream directly through the camera using the USB-C cable attached to their desktop, or a laptop. The camera also has headphone and microphone ports.


The camera comes in two colour variants – black and white. The white colour option is new and looks beautiful. The camera body is priced at Rs. 59,490 for body only and Rs. 69,990 with Sony E 16-50mm f/3.5-5.6 PZ OSS lens.


Fujifilm India appoints Koji Wada as the new MD

Koji Wada stepped into the role of Managing Director for Fujifilm India, the imaging technology company, as of June 29, 2021. He has taken over from his predecessor, Haruto Iwata, who will now lead the operations in the Asia-Pacific region of Singapore as Managing Director. In his new role, Wada will spearhead Fujifilm’s operations and business strategy in India focusing on organizational growth and profitability with an integrated approach towards sales, marketing, and business policies.


Wada has been contributing to the businesses across corporate offices in Japan, Myanmar, Thailand and India. He brings a vast experience of over 20 years. Before taking over his role as managing director, he was responsible for leading the medical business of the company in India as a general manager.


‘I had joined Fujifilm in 2001 and it has truly been an incredible journey for me,’ Wada said. ‘During my tenure at the company, I have had the opportunity to work with an excellent team of skilled and motivated professionals. As I transition into the new role, I am looking forward to collaborating with the teams across various divisions to take the company to newer heights. With India as a market thriving with opportunities, we will continue with our endeavor of “Never Stop” adding value to the lives of consumers and stakeholders.’


This is Wada’s second stint in India. He was marketing manager of PI, EI, RM for Fujifilm India in 2007. Post that Wada was appointed as the secretary to Global CEO Shigetaka Komori.


Later, Wada was made the general manager for Fujifilm Thailand in 2014 and then managing director for Fujifilm Myanmar in 2017. In 2019, he was appointed as the senior manager of ME and director of FFIN.

Canon Announces New Firmware Updates For Cinema EOS Cameras, EF- EOS R 0.71x Adapter and Compact-Servo Lenses

Canon recently announced the launch of new firmware updates for three Cinema EOS Cameras, EF – EOS R 0.71x adapter and two Cinema lenses. The EOS C500 Mark II, EOS C300 Mark III, EOS C70 cameras, EF – EOS R 0.71x adapter for the EOS C70 and Canon Compact Servo lenses will receive highly requested updates with the new firmware arriving in the coming July.


EOS C500 Mark II and EOS C300 Mark III feature updates

Both the EOS C500 Mark II and EOS C300 Mark III will receive updates that will optimize on-set workflow and overall usability. To further enhance monitoring and external recording flexibility, the 12G-SDI output will support FullHD and 2K resolutions with the new update. Simultaneous MON.Out and HDMI outputs will also be supported, allowing for increased video outputs on set. Canon’s new “XC Protocol” that supports remote camera control usage with Canon’s RC-IP100 controller will also be added. 1.8x Anamorphic de-squeeze option will also be added to existing ratios, increasing support for Anamorphic lenses.


EOS C500 Mark II New Anamorphic Recording Modes

In addition, the C500 Mark II will gain two additional Anamorphic recording resolutions: 4192 x 3140 (4:3) and 3768 x 3140 (6:5). These resolutions will be available during Full Frame Sensor Mode in Cinema RAW light recording, broadening its abilities for 4K anamorphic recordings.


EOS C70 firmware update

The recently launched EOS C70 will also receive feature improvements in response to user feedback. The HDMI Out will be updated to support View Assistance for external monitoring. Seven EF lenses will also receive full Dual Pixel CMOS AF and metadata support when used with the EF – EOS R 0.71x adapter. This update will also allow users to turn off the AF Frame when the adapter is used and the camera is not in AF mode. Lastly, a 2x option is added to Magnification, allowing for flexibility during frame magnification.


EF- EOS R 0.71x Adapter updated with support for Seven Additional EF lenses

Accompanying the EOS C70’s update is the new firmware for the EF – EOS R 0.71x adapter. This new update will add support for seven new EF lenses. New models supported are:


EF16-35mm F4L IS USM

EF16-35mm F2.8L II USM

EF24-105mm F4L USM

EF70-200mm F2.8L IS II USM

EF70-200mm F2.8L IS III USM

EF70-200mm F4L IS USM

EF70-200mm F4L IS II USM


The firmware updates allow the camera to recognize and support the new seven lenses fully. This includes accurate conversion of F-number values, metadata, Auto Exposure and Auto Iris functions as well as Dual Pixel CMOS AF operation across large areas of the frame. Lastly, the firmware also allows for peripheral illumination correction function to be utilized.


CN-E18-80mm T4.4L IS KAS S and CN-E70-200mm T4.4L IS KAS S support for EOS R5

Rounding up the firmware updates will be a new firmware to improve usability on the CN-E18-80mm T4.4L IS KAS S and CN-E70-200mm T4.4L IS KAS S compact servo lenses. The new firmware update will allow both lenses to communicate with Canon’s EOS R5 full-frame mirrorless camera, a combination that has been widely requested by many users. This will result in functions such as metadata, optical correction, autofocus, auto exposure and image stabilisation functions being supported, allowing the capabilities of the lens to be used with the EOS R5. All firmware updates except for CN-E18-80mm T4.4L IS KAS S and CN-E70-200 T4.4L IS KAS S are expected to be available in July.

Canon Celebrates 50th Anniversary of its First Interchangeable Lens for SLR Cameras to employ an Aspherical Lens Element

Canon recently announced that 2021 marks the 50th anniversary of the release in 1971 of the FD55mm f/1.2AL, the company’s first lens for interchangeable-lens SLR cameras that employs an aspherical lens element. Aspherical lens elements are not only used in the company’s interchangeable-lens SLR cameras, but also broadcast lenses, semiconductor lithography systems, telescope mirrors and a wide variety of optical products.


Aspherical lenses possess a curvature that are ideal for gathering light at a single point. From the f/2.8L IS USM zoom lens series for professional and enthusiast users—the RF15-35mm f/2.8L IS USM (released in September 2019), RF24-70mm f/2.8L IS USM (released in September 2019) and RF70-200mm f/2.8L IS USM (released in November 2019)—to the RF28-70mm f/2L USM (released in December 2018) which realizes a fast f/2 aperture across the entire zoom range, Canon’s aspherical lenses help reduce various types of aberration and achieve high image quality.


The inherent characteristics of spherical lenses result in the lens being unable to focus parallel rays of light in their complete form at a single common point. Due to the lens’ spherical-shaped surface, blurring of captured images—known as spherical aberration—and other optical aberrations tend to occur in the captured image. In order to correct spherical aberration, multiple spherical lenses must be used and placed in a specific configuration. However, thanks to their unique properties, the same results can be achieved using only a single aspherical lens. In 1963, Canon embarked upon a program of sophisticated lens research and development in order to develop this “dream lens” that could focus all incident light on a single point and create a faithful, clear image.


In order to mass-produce aspherical lenses, Canon needed processing technology that was precise to within less than 0.1 micrometers1, as well as high-precision measuring devices that could measure to within 0.01 micrometers. Through repeated cycles of design and processing methods, the company finally succeeded in creating the technology needed to mass-produce aspherical lenses. In March 1971, Canon’s first interchangeable-lens SLR camera employing an aspherical lens was released—the FD55mm f/1.2AL.


Then, in 1973, Canon further enhanced the precision of its lens processing technology with the development of the ALG-Z nanometer2level ultra-high-precision aspherical lens grinder. The next leap forward happened in 1985, when the company successfully implemented the large-diameter glass mold (GMo) aspherical lens element into the New FD35-105mm f/3.5-4.5 (released in December 1985), the world’s first interchangeable lens for SLR cameras to include a GMo aspherical lens.


Ever since, the technologies used to form and measure aspherical lenses have played a vital part in Canon’s efforts to realize high-performance lenses.


Going forward, Canon will continue to polish its optical technologies in order to create products and technologies that help meet our customers’ wide-ranging needs.

Canon announced the launch of Three RF Mount Lenses and in progress is the New EOS R3 Full-Frame Mirrorless Camera

Canon India recently announced that Canon is currently developing the new EOS R3 full-frame mirrorless camera, which will feature a newly developed 35mm full-frame, backlit, stacked CMOS sensor and a DIGIC X image processor. The new camera is designed to provide high-level basic functionality required to meet the needs of professional and enthusiast users.


Canon also announced the launch of three brand new RF lenses: the RF100mm f/2.8L IS USM, RF400mm f/2.8L IS USM & RF600mm f/4L IS USM. The RF100mm f/2.8L IS USM is the world’s first 1, medium telephoto macro lens with a maximum shooting magnification of 1.4x. The RF400mm f/2.8L IS USM and RF600mm f/4L IS USM super telephoto lenses are native to the RF mount and provide professional and advanced amateurs with extra reach that comes with a high level of image quality, reliability and durability.


The currently-in-development EOS R3 is based on the concept of high speed, high sensitivity and high reliability. The EOS R3 will be introduced into Canon’s line-up of professional and enthusiast cameras that includes the EOS-1D X Mark III flagship DSLR camera (released in February 2020) and the EOS 5 series, including the EOS R5 full-frame mirrorless camera (released in July 2020). The EOS R3 aims to provide professional-level quality for both stills and video capture, even for moving subjects.


The EOS R3 is the first EOS series camera to be equipped with Canon’s newly developed 35mm full- frame backlit stacked CMOS sensor that makes possible high-speed readout. The camera also features a DIGIC X image processor for high-speed image processing that realises high-speed continuous shooting of up to 30 frames-per-second 1 (FPS) with AF/AE tracking when using the electronic shutter. In addition, the camera significantly reduces image warping, a common challenge with electronic shutters, and is also capable of capturing moving subjects with reduced noise in such low-light environments as indoor areas or night time scenes.


Alongside Dual Pixel CMOS AF technology by which each pixel on the image sensor possesses both image capture and phase-detect AF functionality, thus enabling high-speed, high-accuracy and wide- range AF—the EOS R3 uses an algorithm that employs deep learning technology that enables improved head and eye detection for human subjects as well as a new capability to detect subject torsos. Thanks to this enhanced performance, the cameras autofocus system provides high performance subject tracking, even during portrait photography and in scenarios with frequent subject movement such as sports. Development is also underway to enable detection of additional subject types.


In addition, the EOS R3 is Canon’s first digital camera to feature Eye Control AF 2 functionality. When shooting still images and looking through the viewfinder, this new feature enables the AF frame to adjust according to detected movement of the user’s eye, making possible smoother shooting with quick focus when transitioning between subjects. The EOS R3 answers the sophisticated needs of professionals by providing dust and water resistance developed with each iteration of the EOS-1 series, body design with integrated vertical hand-grip, reliability and ease of use, as well as compatibility with Canon’s Mobile File Transfer 3, announced alongside the EOS R3, which supports high-speed workflows.


With the goal of expanding the possibilities of imaging for users, the EOS R system will continue to expand its line-up of impressive cameras and RF lenses.

GoPro launches The Remote and announces new firmware update for Hero9 Black

HERO9 Black’s new v1.5 firmware includes:


  • Up to 30% faster wireless transfer of content from the action camera to the GoPro app

  • Developed HyperSmooth 3.0 performance in cold temperatures

  • A slo-mo shortcut slider button

  • Better GPS accuracy

  • Support for live streaming with the Max Lens Mod, bringing Max HyperSmooth and SuperView plus in-camera horizon-lock to live streaming

  • Pro 3.5mm Mic Adapter support for users who want to use external mics in the Media Mod for HERO9 Black

Firmware updates are also available for HERO8 Black and GoPro MAX that increase wireless transfer speeds by up to 15% and 20%, respectively, and provide compatibility with GoPro’s new The Remote.


The Remote is a smartwatch-size accessory that can be fixed on anything from a user’s wrist to a gear strap, handlebar or rollbar. It is rugged and waterproof to 16 feet, features a large status display and glove-friendly buttons. The Remote enables convenient control of the most used camera functions, including powering on and off, mode changing and shutter button control.


The Remote can control up to five GoPro cameras simultaneously from 200 feet away. And it uses Bluetooth Low Energy for maximum battery life and easy pairing with your GoPro.


The Remote is compatible with HERO9 Black, HERO8 Black and MAX and is available on GoPro.com for $79.99, or at a 30% discount for GoPro Subscribers. It is currently available in North America only with a worldwide release coming in February 2021.


The HERO9 Black, HERO8 Black and MAX firmware updates are available on GoPro.com and via the GoPro app.

Fujifilm’s #NeverStop Attitude during tough times



The year 2020 has been challenging for the industry to say the least. But while things are starting to look up, every brand is doing their bit to bounce back to normalcy. Undoubtedly, these difficult times require an undying attitude and an appetite to look beyond the usual. Fujifilm believes that they have cracked this code as Haruto Iwata, Managing Director, Fujifilm India spoke to Bhavya Desai about their never stop attitude and more. Excerpts: 


2020 has been a challenging year to say the least. How has Fuji as a company and its people coped with the pandemic? 


The Covid-19 outbreak has an enormous impact on brands across all industries. From a decrease in the consumer confidence, restricted mobility and loss of jobs, it has caused a recession like situation with subsiding consumerism. At Fujifilm, we aim to create meaningful advancements for our customers and communities by enhancing the quality of life of people worldwide with top priority to ensure the safety and wellbeing of our employees and communities. 


To function in the new normal, we have enforced work from home, restriction/limitations on travel, complete sanitization of our offices, hygiene protocols and social distancing norms across our offices in India. Apart from these lucrative steps, we have been continuously initiating health check-ups across cities in India, especially in remote areas and associations with hospitals to drive awareness around the early detection of breast cancer amidst lockdown. 


At the community level, we have also introduced various online workshops to help our customers utilise their time and give our business a chance to forge an instant connection with them. While we are embracing a never seen before and lasting impact of Covid-19, it is important for all of us to stay positive and strong for each other. 


What has been the overall impact on the business this year and how have you mitigated this challenge? 


The occurrence of Covid-19 has changed the face of many industries and led to a stressful time. As we continue to navigate through the global pandemic, our business strategy continues to resonate with our customers as they manage through these unprecedented times.

While the first half of the year was challenging for individuals and businesses alike, we’ve witnessed a swift recovery in our business and a favourable consumer sentiment in the second half. 


With rising numbers of customers on the digital bandwagon, the key task at hand for us was to revisit our approach and make them more tech-savvy. We introduced various online workshops for camera enthusiasts with Zack Arias, Daboo Ratnani and Valentina Vee. We even conducted interactive sessions like INSTAX Doodle Art Contest to help our customers utilise their time and give our business a chance to forge an instant connection with them. 


At Fujifilm, we have always aimed at creating meaningful advancements and in the last few months, we have taken several measures to ensure safety both internally and externally.  In line with our philosophy of ‘Value from Innovation’ and our ‘Never Stop’ attitude, we will continue to showcase our unwavering commitment and never stop building on our innovations and expertise.


What is the future roadmap of the country given the current scenario of the industry? 


The pandemic has reshaped the way we live, breathe and conduct business. It has brought the global economy to a complete standstill causing challenges to businesses across sectors. Till a vaccine is found, industries are looking at solutions that can help them bounce back and we have noticed that the role of technology is absolutely critical in making this happen.


For most businesses, the key challenges are travel, fewer staff at offices and factories and lack of face to face communication. Looking at the current scenario, Industry 4.0 technologies can play an important role in the return to normalcy. 


How has been the response for Fuji products this year? Can you share the market share across the product segments (eg. mirrorless, medium format, instant cameras)? 


The Covid-19 has led to a paradigm shift in consumer behaviour. The way we work, shop and communicate with people has changed more than any other disruption; including technological ones in the recent past. While, it may not be business as usual, but our customers still depend on our products and services at large. 


Building onto our customer experience, we virtually launched our flagship camera, the X-T4 in May 2020. Thus, being the first ones in the industry to modify our product launch strategy keeping in mind our community-first approach, especially during these times. We believe that it is all about adapting your product offerings, marketing language and availability according to the business environment. The new additions, have been well received and gave a boost to our festive season sale this year.


Do you feel the strategies (eg. marketing, retail, online) adopted during these times are only isolated to the current scenario or they might get absorbed into regular business?


There is no denying that these are stressful times and the pandemic has changed the face of many industries. With most of the consumers now at home practicing social distancing, their online presence has increased as social media platforms have become the primary means of communication with others. We at Fujifilm are following a similar approach and are using social media platforms like Instagram, Facebook, Twitter, YouTube to disseminate valuable messages to our consumers. 


As the community moves beyond the survival mode, we believe that the digital-adoption momentum is likely to carry forward and become permanent. This inflection point is primarily shaped by two major shifts in customer behaviour i.e. the reluctance to mingle in crowded public places and higher propensity for digital adoption. 

Marketers across industries are redesigning their business models and the imaging solutions industry is no exception. Consumers are likely to opt for online shopping even after the outbreak ends and this change is being witnessed in the imaging industry as well.




What is the expectation with the new launch of the X-S10? 


With the newly launched FUJIFILM X-S10, we wanted to deliver a lightweight mirrorless camera body equipped with state-of-the-art technology to exhibit the best for our photographer community. We will be committed to our endeavours with our motto, NEVER STOP innovating to create new game-changers and contribute to the needs of our customers and partners.

  

For the X-S10 camera, we will be targetting photography journalists, semi-professionals, and expert photographers. We expect it to be a hit amongst the wedding photographers as well. Given a lot of buzz around the X-S10 camera, we’re confident that this new launch too, will replicate the success of our flagship X-T4 camera, and will garner the desired results for us.