Here's some exciting news in the world of travel tech! Virgin Atlantic is set to give passengers who board one of its Boeing 787 Dreamliners the option of watching live television as the fly.
Just imagine a whole plane of people cheering on competitors at the Olympic Games. It would certainly make the flight go that little bit quicker – for those that enjoy sport anyway.
For those that don't, they can opt instead for current affairs and watch either BBC World News or CNN International.
However, there's no doubt that sports channel Sports 24 is the most exciting prospect of the three live channels on offer, with sporting events to be shown including Premier League and Champions League football, NFL, NBA, tennis, Formula 1, and golf majors. Virgin even hopes to be able to have the service up and running to capture some of the Rio 2016 Olympics Games.
Presumably, the wide selection of on-demand movies and TV shows will still be available, meaning passengers will have plenty of occupy themselves while on-board.
The introduction of live TV is possible thanks to a partnership with Panasonic Avionics and IMG, with the airline believing it expands on its promise of "making travelling with us irresistible".
"We know staying up-to-date with current affairs and sporting events is really important to our customers and it's fantastic we can now offer them the opportunity to view content live," said Jill Brady, executive vice president of customers at Virgin Atlantic.
The live channels will be viewable for free on seat-back screens across all classes as well as passengers' mobile devices via its Wi-Fi, which is also free. By the end of the year Virgin expects all of its 13 state-of-the-art 787 Dreamliners will be equipped with the live TV service.
It wasn't too long ago that the best airline passengers could hope for was a projector screen at the front of the aircraft, which meant everybody on the flight had to watch the same movie.
Virgin Atlantic quickly saw the flaws in this mode of in-flight entertainment and became the first carrier to introduce the seat-back screen, with everybody else following suit.
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