British Airways to upgrade in-flight entertainment

British Airways announced today, it is making significant changes to its in-flight entertainment brand High Life with an upgraded system offering customers a greater choice and more control over their entertainment on board.

The system, known as audio and video on demand, or AVOD, is a huge step forward for the airline boasting the ability to run over 200 entertainment choices, with 100 films and TV programmes, 50 CDs and 20 games as well as radio channels and audio books.

Using on-screen menus, at the touch of a button, customers will be able to select their entertainment as and when they choose. They can pause or stop the programming whenever they like and even fast-forward and rewind, preventing them from missing crucial parts of the programme when food is served or when they want to stretch their legs.

There will be a greater selection of the latest blockbuster movies, a movie library with classics and all time movie greats, foreign language films, and a dedicated ‘Skyflyers Kids’ section with films, TV programmes, music and stories especially for younger customers under the age of 12.

For those passengers more interested in an auditory experience, the system enables them to compile a customised list of CD tracks from the wide selection on-board or choose from audio books ranging in topic from fiction to educational titles.

There will also be 20 interactive games such as bowling, roulette, and ‘Who Wants to be a Millionaire’. These are available for customers in First, Club World and World Traveller Plus.

A ‘Your Journey’ section has been developed to enable travellers to browse through screens detailing the on-board service, in-flight retail outlet ‘Highlife Shop!’, tax-free shopping promotions and arrivals videos.

The system is currently being rolled out across the airline’s long-haul fleet.

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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