caught the eye of amateurs alike. >> professional video grapher and independent filmmakers, photojournalist rns people making television, any place where you want to shoot video and do it in a way that's less expensive for higher image quality. >> reporter: question is whether video feature remains a fairly niche market or become more mainstream. will photographers drive the companies or the other way around? >> there is a lot of internal momentum at existing camera companies to pull their technologies together and the companies that are already in the video business have a lot at stake. they have a lot to gain and lose and in convergence between still photography and video. >> reporter: do you see dvt slr catching as an industry standard to shoot shows like ours or episodes of popular shows? is that in the cards? >> they have caught on.