So we're here at Photokina 2016 in Cologne, Germany and I have with me Mr. Toshihisa Iida, who is the General Manager of Sales and Marketing at Fujifilm. Thank you for joining us, Toshi.

Thank you for inviting us.

So you have arguably the most exciting camera of the show here in front of you. Why don’t you explain what this is?

Yes, so this is the new camera, which is the world’s first medium format mirrorless camera with focal plane shutter. [Laughs], It is a bit long. Anyway, this is, you know, a medium format camera.

So, as I think you know, Fujifilm entered the mirrorless camera market four and a half years ago and we’ve been focusing on the APS-C format, and will continue to focus on the APS-C format. But now we have, like, 23 different lenses.

So we think, we decided it's good timing to for us to go even bigger.

So you’ve gone straight from APS-C to Medium Format and missed out Full Frame completely, why is that?

So I think, you know, simply said, 35 to APS-C, the gap is too narrow. So APS-C: because of technological innovation, image quality and speed, response, usability, portability, everything, we’re very confident APS-C can cover the majority of the photographic space.

However, we are still missing that top, top resolution, still image quality.

So 35, probably for us, there is very little point. So we decided to go even bigger, to pursue ultimate image quality.

Obviously there are other cameras on the market with sensors of this size. What is it about this platform and this new mount that makes it interesting?

Yes, we’re always going to prioritize image quality as number one. At the same time how to minimize the size and the weight, to increase its usability and portability?

So, first of all, sensor size we’ve chosen is 32.9 millimeters by 43.8 millimeters. It’s about 70 percent larger than the 35mm format, and the secret behind this is that this is a brand new mount.

We’ve shortened the flange-back down to... So normally you have the mirror, and the flange-back can be seven centimeters: seventy millimeters. So we’ve managed to get that down to 26.7 millimeters. And if we look at this part, this construction, it enables the lenses to be made smaller.

The reason for that is that the rear lens can approach to the sensor surface even closer so that minimum back focus required would be 16.7 millimeters. So the whole lens is made small.

But the more challenge is for the sensor size. This sensor is a big sensor and you have to you know capture the light as straight as possible. So, in order to do that, we optimized the microlenses on the surface of the sensor. So the microlens and the signal process is also optimized.

So this is a brand new sensor, brand new mount, brand new lens.

So this is not an X-Trans sensor, is that right?

No, this is a Bayer sensor.

And why is it you made that decision? Because, obviously, X-Trans is a big Fuji brand for the X lineup.

So X-Trans, you know, works perfectly well for APS-C format. For this large format, although we eliminate the low-pass filter, we found the sensor is large enough without X-Rrans CMOS sensor.

And by not having the X-Trans CMOS sensor It will reduce the complexity of the signal processing, so the Raw file conversion and the work flow gets much easier.

So we decided for this moment we go to Bayer sensor.

The short flange-back distance presumably also means that other lenses could be used with adaptors more easily, as well…

Er, technically, theoretically, yes

Are you planning to market any adapters at the point of announcement?

Ah, not to… In the future, yes, that is totally feasible.

Interesting. And this also offers video, I noticed

Yes, yes, I think you know, the number one priority for this camera is the ultimate still image quality but it doesn't mean we can forget the movie quality, the movie.

So this camera will do Full HD even not 4K and through this lens with the big format depth of field will be very interesting for the movie. So you will see.

So using I know a lot of our readers are very interested in this. What kind of photographer are you aiming this camera at?

I think a lot of photographers will be very interest... I hope will be interested. I think, you know, you know any photographers who need the top-end, the quality, high-resolution, wider dynamic range, with better low light performance should be the same

But you know the clear audience would be landscape photographers or the fashion portrait photographers or commercial photographers, that type of photographer.

Fantastic. Well I'm really looking forward to getting hold of one. Do you know when we might see one? A finished one, a final one?

Final one? Ah, yes, we are, you know over the last many months our R&D team have worked very hard, and this will carry on.

So all we are targeting release of the body and the three lenses together

Early next year, 2017

Well I can’t wait. Thank you so much for joining us.

Thank you very much