Whoa, the battle in the digital single lens reflex cameras (DSLR) market sure is heating up.

Less than a fortnight after Canon and Nikon unveiled new DSLR cameras, Panasonic on Thursday rolled out a new 10 megapixel digital SLR camera – DMC-L10.

The second DSLR camera in Panasonic’s portfolio, the DMC-L10 offers a 10.1 megapixel Live MOS Sensor, a Leica D Vario-Elmar 14-50mm f3.8-5.6 lens, 2.5-inch LCD display that can rotate 270 degrees, optical image stabilization and a Supersonic Wave Filter system to prevent dust collecting on the sensor.

The DMC-L10 includes a Face Detection technology to focus, set auto exposure and detect up to 15 human faces simultaneously.

Panasonic executives  are positioning the DMC-L10 as a bridge for consumers transitioning from a compact digital camera.

Priced at $1,300, the DMC-L10 is set to ship in October.

The new Nikon and Canon DSLRs should also start shipping at about the same time in Q4.

Without any gee whiz features, it’s hard to see how Panasonic is going to make headway against the Canon and Nikon goliaths in the DSLR market.