About Us

At the end of 2013, we closed our Hasselbladinfo.com Forum and merged it with our other forums because of the new strategic direction of Hasselblad since 2012 to sell rebranded products of Sony instead of creating their own products. See the discussions within the forum.

We waited then, always hoping that some day there will be a light at the end of the tunnel for all Medium Format users.

Then a new CEO came to Hasselblad, Perry Oosting, and we got in touch with him to see what will change with the introduction of the X1D. Unfortunately he was replaced (as always) before his new strategy with the XD-System could proove that it was right. At the same time Fujifilm came out with its Medium Format camera GFX50.

But the more Medium Format products from different vendors came to market, the more it became clear, that there will be soon Medium Format at affordable prices for „the rest of us“. Finally.

At the end of the day it does not matter whether you use Hasselblad, Fuji, Leica, Pentax, Mamiya, Rollei or Bronica etc.. It is all Medium Format. We are all in the same boat and one big family.

„Nothing is as continuous as change“. This is why we changed in 2018 the direction of this forum not only by open it for all brands, but also with a new name. First MediumFormat.family, later we decided in a poll for the name:


The whole content and all users incl. usernames, email addresses and passwords of the Hasselbladinfo.com forum is now part of this new project.

Enjoy it!