Two years ago, during the Photokina 2006, the Hasselblad H3D was introduced. A revolutionary new system which was Hasselblad's first step in the direction of affordable digital medium format photography. And although the prices were not yet that appealing two years ago for the majority of the professional photographers, it becomes clear during the Photokina 2008 that the introduction of two years ago did work out well. Prices can drop now that the first development costs seem to have broken even, and Hasselblad managed to introduce a couple of new cameras; the Hasselblad H3DII-39 and the H3DII50. The Hasselblad H3DII-50 is the first camera in the market equipped with Kodak's 50 megapixel sensor.
In keeping with the Hasselblad philosophy of developing products of outstanding quality that are ahead of their time, and to celebrate the 100th anniversary of Victor Hasselblad’s birth, Hasselblad is launching at photokina a truly innovative publication for professional photographers - Victor by Hasselblad. By showcasing the work of selected photographers and describing how they capture their best images, Victor by Hasselblad hopes to inspire professional photographers to new levels of digital photographic excellence. Setting a new standard in photographic magazines, Victor by Hasselblad will be published quarterly in print with an online presence that will be refreshed monthly.