This kind of confirms our earlier report that Leica this year will shift the medium format S from CCD to CMOS sensor technology, as introduced with the Leica M Typ 240 earlier on. Now Hasselblad confirms they’re about to launch world’s first medium format CMOS sensor camera, meaning medium format will offer — in the words of Hasselblad — a “faster capture rate, longer shutter speed capability and much greater ISO performance. It will provide greatly improved live video in Phocus and will also be available with multi-shot functionality.”

The 50MP H5D-50c, based on the H5D-50, will go on sale in March. Expect Leica to follow suit later this year. And all that at the price of a BMW or Mercedes.

BTW, the Hasselblad press release also mentions the company’s “new CEO Ian Rawcliffe.” You might remember controversial Hasselblad chairman and CEO Dr. Larry Hansen, the brain behind the photographic crimes Lunar and Stellar, pimped up Sony NEX-7s. Well no surprise, but Dr. Larry Hansen is history.