Panasonic expands its digital camera lineup. Bloomberg Boot Camp, a report on today's technology. Panasonic is far from the best known brand in digital cameras….but it has some ambitious goals. The latest additions to its Lumix line will include a digital SLR model …the DMC L1…that continues the company's relationship with Leica. Richard Campbell is director of the image product marketing group at Panasonic…

"The value that we bring to the table is we offer unique differentiation within the category. As I mentioned the relationship we have with Leica. Leica has an incredible reputation in the industry. Their standards exceed everybody else's. They're the most exacting standards in the industry. We're very happy to partner with them in terms of making sure we're offering the best image quality we can to our consumers. Certainly with the Live MOS sensor that we've introduced, the 7.5 megapixel sensor that is in this camera allows you to preview your images on the camera on the LCD while you're taking images. And really, most cameras on the market don't afford you that opportunity in the SLR category."

The Olympus E330 is one exception and uses the same Four Thirds format that Panasonic will use. The DMC L1 with a Leica 14 to 50 millimeter lens will carry a list price of about two thousand dollars….making it priced for the enthusiast or pro-sumer. The promise of more Leica lenses down the road may help to attract buyers. Bloomberg Boot Camp, I'm Fred Fishkin.