Mile-high bibliophiles, beware. The world’s commercial airlines are busily writing the next chapter in in-flight personal video systems that would offer movie channels, video games, shopping programs and even the chance to gamble.
At least three dozen airlines–including Delta, Northwest, United and USAir–have launched at-seat systems on some longer flights or plan to do so soon.
At a minimum, all the airlines will offer multichannel networks that mimic home cable TV, with individual screens that fold out of either armrests or seat backs.
The more ambitious carriers–among them Northwest, Virgin Atlantic, Qantas and British Airways–plan to introduce interactive systems that allow passengers to send faxes, play video games, order items from catalogues and, on some international carriers, gamble.
United is one of 13 airlines with personal video systems in some of its first-class cabins, said Bob Ernst, United Airlines’ director of on-board service planning. The devices function like individual videocassette recorders, with passengers selecting titles from libraries maintained by flight attendants.
In June, the airline plans to receive the first of 34 Boeing 777s, a new type of wide-body craft that will feature a fully interactive video entertainment system at every seat in all classes. In addition, Ernst said, United plans to install the technology in the first- and business-class sections of 54 aircraft that fly international routes.
“At some point in time, the international fleets of the world will all have individual entertainment systems,” he said. The big questions, he said, are what the systems will do and whether they will be at every seat.
Frequent fliers already know that airlines are making more use of video. Not so long ago, movies were all a passenger could watch on a long flight. Today, the overhead screens are in use for most of the flight, showing safety videos, documentaries, sitcoms, news and commercials as well as feature films.
The airlines acknowledge that a desire for more revenue is the main reason behind the busier screens. Short programs “are all vehicles for advertising revenue,” said Joe Crawley, a spokesman for American Airlines.
With the advent of individual interactive multichannel systems, the opportunities for advertisers to reach captive audiences will be even greater, said Ona Burns, a New York-based advertising consultant to the airline industry.
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The airlines want the revenue partly because the equipment is expensive. United is spending more than $1 million to outfit each new 777 with the personal systems, Ernst said, and retrofitting an existing plane costs twice as much.
As for gambling, four international carriers–Virgin Atlantic, British Airways, Qantas and Singapore Airlines–have said they will provide seat-based electronic games such as poker and blackjack. Passengers would buy gambling credits with cash or credit cards.
A recent U.S. law prohibits American carriers from providing in-air gambling. Among those who plan to lobby Congress to repeal the legislation is former Chrysler Chairman Lee Iacocca, who earlier this year formed a company to help finance in-flight entertainment systems.
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