Press Releases

Panasonic DMC-ZS7 and DMC-ZS5

Panasonic Lumix DMC-ZS7 / TZ10

Panasonic Lumix DMC-ZS7 / TZ10


With New Built-In GPS Feature, Panasonic LUMIX ZS7 Digital Camera is Ultimate Travel Companion, Allowing Users to Geo-Tag Photos and Videos

Secaucus, NJ (January 26, 2010) – Panasonic today introduces the LUMIX DMC-ZS7, the newest member of the acclaimed superzoom ZS-Series of digital cameras that have gained worldwide popularity. Complete with its hallmark 25mm ultra-wide-angle Leica lens and a powerful 12x optical zoom (operable in video recording mode), this 12.1-megapixel powerhouse performer, also includes a new built-in GPS (Global Positioning System) feature that embeds photos and videos with the latitude and longitude location details, a useful feature when using an online photo-sharing website. The LUMIX ZS7 is also the world’s smallest photo/video hybrid superzoom digital camera*1, which can also record High Definition (HD) video using the recording capability in AVCHD Lite, which includes a dedicated video record button and new to the ZS-Series is a manual shooting mode.

“As a successor to the Panasonic LUMIX ZS3, which was last year’s most popular compact model, we are confident the Panasonic LUMIX ZS7 will continue the success, thanks to big features like HD video, 12x optical zoom and the newly added GPS capabilities and it’s super-fast Auto Focusing,” said David Briganti, Senior Product Manager, Imaging, Panasonic Consumer Electronics Company. “Panasonic is excited to introduce our first GPS-enabled digital camera, and it adds to the ZS7’s appeal as the ultimate travel companion – from its range of shooting options, both far and wide, and now the ability to record exactly where photos were taken. We are confident consumers will have all the features they need to capture high quality photos and video and share their travels with their friends and family.”

The Panasonic LUMIX ZS7 features Sonic Speed AF (Auto Focus), which enables a super-fast response time, and a shutter release time lag as short as approximately 0.006 second. The camera’s quick response makes it easier to capture sudden, spur-of-the-moment photo opportunities and together with the Sonic Speed AF that lets users lock on the subject minimum in approximately 0.35 second (wide-end) / 0.41 second (tele-end)*3. The LUMIX ZS7 also features a short startup time of approximately 1.1 second.

Panasonic Lumix DMC-ZS7 / TZ10 Top View

Panasonic Lumix DMC-ZS7 / TZ10 Top View

With the new GPS feature, the Panasonic LUMIX ZS7 is the ultimate travel companion, and can record the latitude and longitude in the EXIF (Exchangeable Image File Format) data, while also displaying the location information real-time while shooting and during playback. These geo-tagged images can be pinpointed on maps common in photo-sharing websites and social media sites – so travels can be archived and also visually represented on a map – and easily shared with friends and family. The Panasonic LUMIX ZS7 also shows the name of the city, country and state, and information for more than 500,000 popular landmarks, covering 73 countries, are stored in the camera’s internal memory. For instance, when users are taking photos of the Eiffel Tower or Empire State Building, landmarks stored within the camera, these locations will be displayed on the screen while taking it and tagged in the data. Users can also refer to the locations using the included software PHOTOfunSTUDIO HD Edition Version 5.1. The LUMIX ZS7 automatically adjusts its internal clock to the local time, so there’s no need to set the clock manually when traveling.

The Panasonic LUMIX ZS7 also features a new image processing technology, Intelligent Resolution, which is incorporated in its Venus Engine HD. With the Intelligent Resolution technology, three areas – outlines, detailed texture areas and soft gradation – are examined pixel by pixel and automatically detected to enhance any degradation created during the digital zoom process or in high-sensitivity shooting. The outline areas are enhanced effectively to give the edges more clarity, while simultaneously giving a moderate accent to the textured areas so it looks accurately detailed. To the soft gradation area, such as a face, the increased noise reduction system of the Venus Engine HD II is applied to make it smoother. As a result of Intelligent Resolution, images are naturally clear and crisp in both photo and video recording. The Intelligent Resolution technology powers Panasonic’s new Intelligent Zoom feature, which extends the camera’s zoom ratio by approximately 1.3x while maintaining the picture quality – and enhancing the digital zoom and making it comparable to the quality of an optical zoom. With Intelligent Zoom, the Panasonic ZS7 features a total zoom range up to16x.

For more advanced users, the Panasonic LUMIX ZS7 adds manual control features, allowing for adjustments in shutter speed, aperture and exposure – and encouraging more creative photography options. For digital camera users looking for an easy-to-use setting that still ensures high quality photos, Panasonic’s iA (Intelligent Auto) mode is the solution. Panasonic iA is a popular feature on LUMIX digital cameras, making them intuitive to use without changing any settings, as technologies engage automatically. For instance, iA incorporates Panasonic’s POWER O.I.S. (Optical Image Stabilizer), which doubles the repression power compared to the conventional image stabilization system, MEGA O.I.S.

Other technologies incorporated into the LUMIX ZS7’s iA mode include:

  • Face Recognition – With new enhancements when compared to previous editions, Face Recognition allows users to register up to three different images for a person, helping to improve detection accuracy. Face detection is also included for up to 15 faces.
  • Intelligent Scene Selector – Automatically selects whichever of 6 Scene Modes – Macro, Portrait, Scenery, Night Portrait, Night Scenery and newly added Sunset – best suits the shooting situation.
  • Other iA Technologies: Intelligent Resolution and Intelligent Zoom, AF Tracking, Intelligent ISO Control and Intelligent Exposure.

Panasonic’s iA is also available in video mode, and it automatically selects the most suitable Scene mode and helps to reduce blur due to handshake and improves focus, brightness and exposure. In addition, iA in video mode features Intelligent Scene Selector, which automatically switches between Normal, Portrait, Macro, Scenery, and Low Light modes according to the shooting environment.

Panasonic Lumix DMC-ZS7 / TZ10 Back View

Panasonic Lumix DMC-ZS7 / TZ10 Back View

The LUMIX ZS7 can record AVCHD Lite HD video, which almost doubles the recording time in HD quality compared with the Motion JPEG format. To complement the HD video capabilities, the Panasonic LUMIX ZS7 also features Dolby Digital Stereo Creator to record high quality audio. Also, the Panasonic LUMIX ZS7 has a 3.0”, high resolution 460,000-dot Intelligent LCD with a wide-viewing angle with excellent visibility during recording and playback.

Other features of the Panasonic LUMIX ZS7 include:

  • Happy Mode – New Scene mode that optimizes color, saturation and brightness to make both photo and video more vivid and true to the color the users remember when they took it.
  • High Dynamic – Newly added to the existing Scene modes. This mode helps to capture a scene with moderate exposure, even though the scene contains both bright and dark area together. The user can select one of three options, Standard, Art, or B/W, depending on the desired effect and personal taste to make the photo look natural to artistic.
  • Compatibility – Compatible with SDXC Memory Cards, including Panasonic’s newly announced 64 GB*3 and 48 GB SDXC Memory Cards – to enable high capacity content storage and fast data transfer speeds. Also compatible with Windows 7*4.
  • Video Divide – Users can divide video into two sections to shorten or delete the unwanted clips directly on the camera. Users can also grab a still image from a video – all within the menus on the camera.
  • Battery Life – Can take up to 340 images on a single battery charge*5.

Panasonic also introduces the LUMIX DMC-ZS5, which like the LUMIX ZS7, features a 25mm ultra-wide angle Leica lens, 12x optical zoom and manual controls. Distinguishing it from the LUMIX ZS7, the LUMIX ZS5, has a 2.7-inch, 230,000-dot Intelligent LCD, records HD video in Motion JPG at 30fps, and has a high performance Venus Engine VI. Battery life on the LUMIX ZS5 has approximately 330 photos and does not include GPS capabilities.

Pricing and availability for the Panasonic LUMIX ZS7 and LUMIX ZS5 will be announced 30 days prior to shipping date. The Panasonic LUMIX ZS7 will be available in silver, black, red and blue models; while the Panasonic LUMIX ZS5 will be available in black and silver.

*1 Superzoom defined as digital camera with a 10x optical zoom and greater; single lens digital camera as of January 26, 2010.
*2 Using 1-area AF.
*31 GB = 1,073,741,824 bytes. Usable capacity will be less. SDXC Memory Cards can only be used in SDXC host devices, which support the SDXC Memory Card.
*4 Windows and the Windows logo are trademarks of the Microsoft group of companies.
*5 Based on the CIPA standard.

* Design and specifications are subject to change without notice.
*Leica is a registered trademark of Leica Microsystems IR GmbH.
*The LEICA DC VARIO-ELMAR lenses are manufactured using measurement instruments and quality assurance systems that have been certified by Leica Camera AG based on the company’s quality standards.
*The “AVCHD” is a high definition (HD) digital video recording / playback format jointly established by Panasonic Corporation and Sony Corporation. The “AVCHD Lite” is a subset of the “AVCHD format” for HD digital video cameras with HD video recording restricted to 720P. The new “AVCHD Lite” Logo and the “AVCHD Lite” License are restricted to devices within the AVCHD Video Camera category. Digital cameras have been added to the AVCHD Video Camera category.
*The “AVCHD Lite” and the “AVCHD Lite” logo are trademarks of Panasonic Corporation and Sony Corporation.
* AVCHD Lite motion images recorded onto an SD Memory Card or a DVD disc cannot be played from a device that does not support the AVCHD standard.
*Dolby and the double-D symbol are trademarks of Dolby Laboratories.
* GPS may not work in China or in the order regions of countries neighboring China.
* Depending on the locations, GPS may not be possible to correctly receive the signals from the GPS satellites. In such cases, positioning may not be possible, or significant positioning discrepancy may occur.

About Panasonic Consumer Electronics Company
Based in Secaucus, N.J., Panasonic Consumer Electronics Company (PCEC), is a Division of Panasonic Corporation of North America, the principal North American subsidiary of Panasonic Corporation (NYSE: PC) and the hub of Panasonic’s U.S. marketing, sales, service and R&D operations. In its commitment to provide consumers with extensive imaging resources, Panasonic LUMIX established the Digital Photo Academy, a series of nationwide workshops designed to instruct consumers how to optimize the features on their digital cameras and produce high-quality photos. Panasonic is pledged to practice prudent, sustainable use of the earth’s natural resources and protect our environment through the company’s Eco Ideas programs. Company information for journalists is available at

For more than 20 years, Panasonic has been proud to support the Olympic Movement as an Official Worldwide Olympic Partner in the Audio and Visual Equipment category and, beginning in 2009, in the Digital Imaging category as well. Panasonic has also renewed its partnership with the International Olympic Committee for an additional eight years through the 2016 Summer Games. For more information, visit

The Panasonic DMC-ZS7 is also known as the TZ10 and the DMC-ZS5 as the TZ8 outside of North America.

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  • My DMC-ZS7 Panasonic camera arrived yesterday! I took two pictures with the iA setting and they came out very clear and detailed. When I tried to shoot a third picture the message, “Built-in Memory Full” came up. There seemed to be no way to change this and the ‘Basic Operating Instruction” booklet did not seem to address the problem. I don’t know if you can give me information on what to do and/or why this would show up? I spent much of today trying to figure it out and hope now this is the proper forum to get a response to help. Thank you!

  • Hi Hans,

    The ZS7 has only about 15MB of built-in memory and can store only a handful of full resolution pictures. Buy a SDHC or SDXC memory card that will allow you to store hundreds of pictures. The memory card goes into a slot inside the battery compartment at the bottom of the camera. Ensure that you inserted it in the right way (should slide in easily; do not force it in). Have fun!

  • I am having the same problem with the “built in memory full” showing up when in fact I have a memory card that is more than large enough. The person who had the problem is talking about this error message showing up IN ERROR. It’s not about “not having a large enough memory card.”

    After two or three pictures, there should be room to take more pictures with or without a memory card inserted. My camera worked fine for a number of years and suddenly this message is appearing and there are no pictures to delete from memory or elsewhere. Many people are having this same problem (do a google search) and I am at a loss as to what to do. The instructions don’t seem to address this and I hope someone can HELP!
    Thanks, CatherineTodd2 at gmail dot com.