Wiesbaden - 16. September 2008 - IBC2008 saw several important developments for Panasonic, with the announcement of partnerships with Autodesk, Apple, and Adobe to develop support for Panasonic’s solid-state P2 and AVCHD technology, and the news that Sony has included compatibility with P2 in its XpriNS editing platform.

Summing up the show, Jaume Rey, Director of Panasonic’s Professional & Broadcast IT Systems Business Unit, emphasises the accelerating industry momentum for the P2 and AVCHD formats. “Our aim from the beginning has been to show the industry that P2 and AVCHD deliver benefits that go way beyond previous technologies — it is what we mean when we talk about real HD, real IT, and real flexibility. Broadcasters, filmmakers, production houses, and facilities throughout Europe have embraced these benefits with growing enthusiasm, and we are very pleased that at IBC we’ve been able to welcome Autodesk, Apple, and Adobe’s support for IT-based production with Panasonic solid-state cameras.”

Panasonic has promoted IT-based production through a process of market education and an unparalleled dedication to its customers. Mr Rey continues that “our belief in the necessity of adopting IT-based production is absolute, and we show that commitment by delivering the best possible service to our customers. We never forget that they work under pressure and really appreciate the reassurance a close relationship provides. And, as the P2 and AVCHD community grows day by day, it’s great to see developments such as the new Panasonic website, where filmmakers can showcase their projects and see the high quality of work other users are producing.”

Panasonic’s IBC2008 D-Cinema presentation highlighted some of the most exciting and creative work of the year, with extracts from British, Italian, and Spanish productions introduced by their directors, who described the workflows and methods they employed using P2 products.

“For Panasonic, IBC2008 has been a celebration, with great support from other manufacturers increasing the buzz around P2 and AVCHD. It’s been the perfect opportunity to meet existing and potential customers — with a large influx from Eastern Europe and the Middle East this year — and to build on our excellent network of distributors,” says Mr Rey.

More information is available at www.panasonic-broadcast.com or by phone at +49 611 235 481.

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PBITS PR Agency Contact:
Marguerite Clark
Wall Street Communications
Tel: +33 1 45 25 36 91
E-mail: marguerite@wallstcom.com

About Panasonic
Best known by its Panasonic brand name, Matsushita Electric Industrial Co. Ltd. is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Based in Osaka, Japan, the company recorded consolidated net sales of JPY 9,068.9 billion (approx. USD 90.52 billion, exchange rate USD 1=JPY 100.19) for the year ended March 31st 2008. The company’s shares are listed on the Tokyo, Osaka, Nagoya, and New York (NYSE: MC) stock exchanges. For more information on the company and the Panasonic brand, visit http://www.panasonic.net.

About PBITS
Panasonic’s Professional & Broadcast IT Systems Business Unit is part of Panasonic Audio Visual and Computer Systems Europe (PAVCSE), a division of Panasonic Marketing Europe GmbH. The company is a leader in the development of video formats and core products for broadcast and professional AV, including camera-recorders, video recorders, monitors, and mixers. Panasonic’s P2 systems provide the reliability of solid-state production with immediate connectivity to existing IT infrastructures, allowing for completely tapeless workflows. www.panasonic-broadcast.com