British Airways will become the first UK airline to enable customers to watch their in-flight entertainment screens from the second they reach their seat to the moment they arrive at their destination.
As of December 1 British Airways customers are able to spend even more time – up to an hour more – enjoying movies, top TV shows and a wide selection of music onboard the airline’s flights.
Frank van der Post, British Airways’ director of brands and customer experience, said: "We’re continually looking for new services and products that will make travelling with British Airways even better for our customers.
“We know how much our customers enjoy our carefully selected in-flight entertainment so we’re delighted that now they’ll be able to pack even more of the programmes and films into their long-haul flights.
“And with the Christmas break coming up we’re sure that children flying with British Airways will love having more time to watch the great films we offer, and so will their parents!”
The extension to in-flight entertainment is part of a £5-billion investment programme by British Airways, which includes new aircraft, refurbished cabins and better lounges.
In line with other UK carriers, British Airways currently starts its in-flight entertainment system once the aircraft has taken off and following various announcements and turns it off 15-20 minutes before the aircraft lands.
The airline was given the green light by the Civil Aviation Authority to introduce extended in-flight entertainment on its fleet of long haul aircraft.