Panasonic launches Lumix S9 mirrorless full-frame camera and a tiny form factor, aims it at content creators

Panasonic has entered the growing market of cameras tailored for content creators with the launch of the Lumix S9 in India. This camera, notable for its lightweight and slim design while housing a full-frame image sensor, is priced at Rs 1,49,990 for the body alone, and Rs 1,79,990 for the kit with a 20-60mm lens. This aggressive pricing makes it a competitive option in the full-frame camera segment.

Manish Sharma, chairman at Panasonic Life Solutions India and South Asia, emphasized the camera’s appeal to modern creators. He noted that the Lumix S9 is designed to cater to the evolving needs of content creators. Panasonic has seen significant growth in the full-frame category in India, with a 50% increase last year, and this new launch aims to capture a larger share of this dynamic market.

Toshiyuki Tsumura, director of the imaging division at Panasonic, also highlighted the focus on content creators. He mentioned that India presents exciting opportunities to engage with the growing number of content creators, and the Lumix S9, along with the Lumix Lab App, offers a perfect solution for creators on the move.

The Lumix S9 weighs just around 403 grams, making it extremely lightweight for a full-frame camera. It features second-generation in-body image stabilization, providing up to 6.5 stops of stabilization. The camera boasts a 24.2-megapixel full-frame image sensor, which, while not the highest resolution available, is optimized for video capture. This makes it an ideal tool for content creators looking to upgrade from smartphones or lower-quality cameras.

For video recording, the Lumix S9 includes E-Stabilization and a “high mode” to correct perspective distortion, ensuring precise and stable footage. A standout feature is the real-time LUT (Look-Up Table) function, allowing videographers to choose from various colour styles or filters directly in-camera. This simplifies the colour correction process, making it quicker and less labour-intensive.

Accompanying the S9, Panasonic is also launching the Lumix Lab App for iOS and Android smartphones in India. This app enables users to edit photos directly on their smartphones, with improved data transfer speeds from the camera to the phone. It also allows users to create customized LUT colour files on their smartphones, reducing the need for extensive post-production editing on a computer.

The Lumix S9 also introduces a new recording format, MP4 Lite. This format supports Shooting Open Gate in 4:2:0 10-bit at 30 or 25 frames per second, enabling users to record high-quality video optimized for smartphones.

Overall, the Lumix S9 aims to meet the growing demands of content creators by providing a professional yet compact camera solution. With its advanced video capabilities, lightweight design, and innovative features, Panasonic positions itself well to attract creators looking for high-quality tools to enhance their content creation.