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Hasselblad Announces Launch of Phocus v1.0 for H3D Camera Systems

28/05/2008 Hasselblad is pleased to announce the launch of Phocus version 1.0 for Mac, a new generation of raw processor and camera control software. The Hasselblad H3DII produces the sharpest, highest resolution, most detailed images in the world, and now, with the launch of Hasselblad Phocus software, released today, photographers have a processing toolbox that is capable of getting the most from the world’s most advanced digital camera system and the world’s largest raw image files. This powerful software toolbox will enable photographers to get more from both their photographs and their photography in general. Welcome to Phocus.

Phocus provides:

Uncompromising Image Quality
The new Phocus RAW processor provides the ultimate in processing quality for Hasselblad digital images, including:
• Digital lens corrections for color aberration, distortion and vignetting
(DAC I, II, and III)
• Hasselblad Natural Color Solution for perfect colors
• Moiré removal directly upon of raw data, preserving image detail

New Camera Controls
Phocus also provides special extended controls with which to operate your Hasselblad camera. These features, such as live video for easier shot set-up and workflow, or the ability to control the lens drive for focusing when the camera is in a remote position or when the digital capture unit is mounted on a view camera, bring an entirely new level of flexibility to the way you shoot.

Leading Edge Moiré Removal Technology
With Phocus software, the moiré that can occur on even extremely high resolution images is effectively removed from your images. Phocus Moiré removal is automatically performed directly on the raw data, leaving image quality intact and eliminating the need to carry out special masking selections or other manual procedures, saving hours of tedious post-production work.

Flexible Workflow
The Phocus GUI features easy-to-use options that allow you to customize your set-up to suit a range of different workflow situations, such as choice of import source, browsing/comparison functions, file management, image export in a number of file formats, pre-setting of options for upcoming shoots, and much, much more.

New Metadata (GPS, etc)
The extended metadata included in all Phocus images provides for accurate and detailed cataloguing and indexing, easy image management, and includes added GPS data functionality in order to allow a range of new functions. Phocus links GPS data directly to Google Earth, for example, making geographic reference a snap and image storage and retrieval much easier.

Perfect Viewing Quality
The Phocus Viewer uses all the advanced features contained in Phocus to deliver image viewing quality that matches every detail of what you will see later in Photoshop.

In addition, the Phocus Viewer allows you to customize layout and composition to suit your current or desired workflow, providing a wide range of options including full view, compare, browse, horizontal, or vertical view, and so on. You can have multiple folders open simultaneously for side-by-side viewing, comparison, and selection.


Phocus is available for download for registered users. To download, click on the link below and you will be taken to the download area of the Hasselblad website where you can register for your copy of Phocus.

A comprehensive Phocus User Manual is included, and for an easy overview a Training Tutorial video in QuickTime format is part of the Phocus package.

A Phocus version for Windows is expected in Q3 of 2008.