British Airways creates High Life umbrella

British Airways has integrated its in-flight entertainment package under the umbrella brand High Life Entertainment in a bid to attract more advertisers.

Previously, the in-flight television channel package went under the banner Omnia while the audio stations were known as BA Radio.

Now the title of the airline’s in-flight magazine High Life has been extended as the brand name for all components of BA’s entertainment offering. The High Life logo appears on TV channel idents and on literature promoting the offerings.

Chris Allin, BA senior manager of in-flight retail and entertainment business, says integrating the brands will help “maximise our media sales opportunities” by simplifying the proposition for potential clients.

He claims BA’s investment in its in-flight entertainment will also send out a strong positive signal to advertisers.

The television offering has been increased with six new channels including movie channels FilmFour and MGM and bespoke sports and global business news channels. All programming will be highlighted through a gateway programme called the Preview Show.

Advertising sales for High Life Entertainment are handled by Cedar Communications, a division of Redwood Publishing which publishes the in-flight magazines. Ad revenues are split with BA.

The audio offering has been increased by four channels, including brand extensions of the High Life and Business Life magazines and two music channels.

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