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We have developed a new Hasselblad raw le format called 3F RAW (3FR) to help implement our new unique
color system. The new 3FR le format is designed to ensure that images captured on Hasselblad digital prod-
ucts are quickly, eectively and safely stored on the available media (CF card, Imagebank, etc). The le format
includes lossless image compression, which reduces the required storage space by 33%. Combined with the
architecture of the Hasselblad backs, this allows you to capture up to 35 shots per minute.
The 3FR le denes the colors in the Hasselblad RBG color space with its out-of-the-box quality, and used in
FlexColor it removes both the need for experimenting with dierent color proles to obtain optimal colors and
the need for selective color corrections.
DNG File Format
3FR les can be converted directly into Adobe’s raw image format DNG (‘Digital NeGative’), bringing this new
technology standard to the professional photographer for the rst time. The DNG le format enables raw,
compressed image les to be opened directly in Adobe Photoshop. This enables photographers to operate
quickly and eciently, reducing the ‘downtime’ taken to process image data and enabling nal images to
reach the customer more quickly. Hasselblad image les carry a full set of metadata, including capture condi-
tions, keywords and copyright, facilitating work with image asset management solutions. For specialist com-
mercial photographers, the full productivity and creative freedom oered by Hasselblad’s FlexColor workow
software is also available when importing the DNG le.
Capable of working with multiple cameras
Hasselblad CF digital backs can be attached to most of the professional medium-format SLR and large-for-
mat view cameras on the market with a simple 4-screw attached adapter plate, enabling you to bring digital
capture to your favorite cameras and lenses with one convenient digital back.
Instant Approval Architecture
Limitless digital image capture loses some of its potential if the photographer cannot quickly review and select
the best images to present to the client. Building on the success of its Audio Exposure Feedback technology,
Hasselblad has created Instant Approval Architecture (IAA), an enhanced set of feedback tools, designed to
liberate the photographer to focus on the shoot rather than the selection process. IAA triggers audible and vis-
ible signals for each image captured, telling the photographer immediately whether the image has a red, am-
ber or green light status. The information is recorded both in the le and in the le name, providing a quick and
easy way to classify and select images, in the eld or in the lab. CF backs are fully integrated with Hasselblad’s
Instant Approval Architecture, bringing automated image classication into your digital workow from the
split second of capture. IAA is a Hasselblad trademark and Hasselblad has a patent pending on the invention.
A larger, enhanced OLED display in the new Hasselblad products provides a realistic, high quality and perfect
contrast image view, even in bright sunlight, to allow instant on-site image approval.
FlexColor workow for professional photographers
FlexColor oers an image processing workow with the highest degree of control for the studio photogra-
pher. In tethered operation, tools like live video and overlay masking help bring productivity to advanced set
composition. The newest FlexColor version allows the photographer to manipulate color temperature and
compare image details across multiple images for precise image selection. FlexColor works on the basis of the
raw 3FR les generated by the CF backs. FlexColor runs natively on both Macintosh and Windows computers
and is licensed to allow you to provide free copies for all your co-workers and production partners.
Three modes of operation and storage
Optimum portability and image storage are critical for the professional photographer. CF backs enable you
to choose between portable CF card storage, the exible Firewire drive, or tethered operation with extended,
special capture controls. With these three operating and storage options, the photographer is able to select a
mode to suit the nature of the work at hand, whether in the studio or on location.
‘Instant’ user interface
The CF backs are operated via an easy-to-use user interface, utilizing a series of ‘instant’ one-button-click op-
erations including instant capture, instant browse, instant approval, instant zoom, and instant image info.
All in all, the Hasselblad CF line of digital backs provides the discerning photographer the opti-
mum in freedom for professional level digital capture, so remember —
the supreme Hasselblad potential is there, it’s up to you to exploit it!