While broadcasters primarily in the USA often compete against each other to gain rights of exclusivity over local content in other countries (or to be the sole provider showing their own programmes), HBO have announced a more unorthodox deal that they can send them into a literal ‘high-flyers’ category of networks.
The American premium cable brand, which only operates as a mobile network in the UK for direct content (instead primarily supplying their shows to satellite channel Sky Atlantic in an exclusive licencing deal), will be seen by viewers on the national flag carrier airline British Airways (BA).
This move comes through a deal being reached that will see the channel offer a featured and on-demand selection of content for passengers of long-haul flights from the carrier, a move sure to provoke the jealousy of certain ground-dwellers.
It is understood that the deal will see HBO feature many of their most popular TV shows including Game of Thrones, Boardwalk Empire, Curb Your Enthusiasm (pictured), and True Detective, amongst others, alongside a ‘regularly updating’ selection of movies featured, with starting titles believed to include American Hustle and The Hunger Games: Catching Fire._
British Airways’ ‘in-flight entertainment manager’ Richard D’Cruze noted of the landmark arrangement: “We’re excited to be the first airline in the UK to have a dedicated HBO channel, offering more entertainment options than ever before. We know that our customers value the opportunity to catch up on the latest TV and films during their trips. We’ve recently seen a trend for ‘binge-watching’ on flights, with customers viewing back-to-back episodes of a TV series to keep up to date or simply catch up. With so many popular programmes on HBO, we know this will be a real winner with our frequent fliers.”
In addition to casual viewers that will be able to just tune in to HBO to pass the time, those that have booked their tickets on flights already and know what they will be in for can plan their viewing session in advance with reviews of the online schedules. The arrangement with the American broadcasters is one that British Airways have made as part of moves to extended their general ‘in-flight entertainment schedule’, offering long-haul passengers options to entertain themselves (user’s own products notwithstanding) for the duration of such lengthy journeys.
Representing HBO’s opinions on the matter was ‘senior vice president of international distribution‘ Jennifer Bowen, who will be seeing her job title of ‘international distribution’ taken to a more extreme version of her day-to-day work. She summarised: “British Airways is committed to offering their customers a pre-eminent entertainment experience. The HBO brand, and the high quality programming it immediately brings to mind, offers a valuable addition to their service. This deal also provides a great opportunity for those who have not yet seen the acclaimed programmes to experience a taste of what they’ve been missing.”
A potential kickstarter for a market that is not necessarily top of the priorities list, but literally not at the bottom either, will the idea of providing official entertainment on airlines be an idea that takes off? Theoretically, it seems as though the likes of Netflix would be perfectly adjusted to take on such a role…
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