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Have you ever looked through the contents of your in-flight entertainment system during a flight and wondered how all of them were selected? Or have you ever wondered why certain movies are heavily reworked from their original versions in order to be screened on board?
Simple Flying recently had the opportunity to speak with Estíbaliz (Est) Asiain, Senior Vice President of Media and Content at Anuvu, to uncover some of the mysteries behind inflight entertainment. The company is the airline industry’s largest content provider, with a staggering 50% market share and works with some of the most respected airlines in the world. If you’ve recently flown with a full-service carrier and watched content onboard, there’s a good chance Anuvu can help you bring that content to life.
Photo: Cathay Pacific
Purchasing Inflight Entertainment: The Best Job in the World?
what will and won’t come into your life chair back screen A daunting and complicated task, actually — and it’s certainly more complicated than clicking the “Buy Now” button on some of the large multimedia databases on the Internet. Instead, airlines must obtain the appropriate rights to show film and television content from studios and other content owners, while also accommodating them with local laws, regulations and cultural sensitivities. Any desired changes must be approved by the content owner or producer – something to consider the next time you’re browsing dozens of movies on a long flight!
Still, we can imagine that content selection and curation could be one of those cool dream jobs: getting paid to go to various screenings and watch movies and TV!Some airlines may have large teams to handle the process themselves – or they may turn to third parties such as Anuwu help. Asiain noted that some team members were even sent to film festivals to find the latest and greatest content. Once something comes to the company’s attention, they buy in-flight access.
Photo: United Airlines
“We go to festivals; we’re always looking for new suppliers. We do a lot of collaborations with different brands based on the interests of the airline customers. We recently worked with a sports supplier for a specific airline because they were doing their country’s A sporting event. Sometimes it could be a streaming service growing in a certain country, a brand with similar values to our airline customer brand, etc.”
Adapt to Passenger Sensitivity
We asked how Asiain content is censored and suitable for airline passengers. after all some flight content Extreme violence has been reduced, while some airlines will stay away from drugs, sex and nudity.Some of what airlines display may even blur “shit” (as one of our team members put it in Kenya Airways flight a few years ago. )
Instead of using the word “vet”, Asiain prefers to use softer terms such as compliance or “suitability for passengers”.
“Airlines do it very differently in that sense – we have very clear themes that are common to all. Aviation accidents, for example, you don’t want that. It’s usually done after edited by the studio itself”
Asiain goes on to explain that there are multiple versions of any production: the original theatrical version (what the public will see in cinemas) and the cut version, which is what airlines will receive. In general, these versions for airlines may exclude sex and nudity, or profanity.
Photo: Panasonic
“Then you get into more specific regional requirements. For example, some regions are more sensitive due to their local cultural values.” Local requirements are another hurdle to overcome, adding to the complexity of the compliance process. To address this, Asiain points out that Anuvu has a large team of professionals who act as liaisons between airlines and content owners to get editors approved.
“Not every film director or every studio is willing to edit their films. So, there’s a big back and forth. First, look at the content to see if it’s suitable for a different market, and then talk to the content owner about allowing editing.” content and what is not allowed to be edited. Some countries are more challenging than others and some airlines are more sensitive. The key is being able to provide the best content for all passengers.”
A mutually beneficial process filled with care and attention
Ultimately, it’s in an airline’s best interest to ensure passengers are entertained and distracted by good multimedia – whether it’s in the form of movies, TV, audio or gaming. or move the map. An entertained passenger should equate to a happy passenger, which is a good sign for the airline. After all, if you’re engrossed in one or two (or four) exciting movies, time might go by more quickly on your ultra-long service.
It’s also a win-win situation for airlines As Asiain points out, there are practical benefits for cabin crew on crowded flights: “The origin of in-flight entertainment is to distract passengers and help them overcome their fear of flying. I think it has the added benefit of reducing the amount of walking around the cabin.”
Photo: Finnair
So to make sure passengers find good content to watch, airlines (and companies like Anuvu) put a lot of effort into content sourcing and selection — something the average air traveler may not see. “Airlines invest so much time — I might even say love — in content selection, but sometimes passengers don’t notice,” she says.
It’s certainly a much more involved process than we thought – we’d appreciate some more insight into in-flight content selection. Our sincere thanks to Estíbaliz Asiain and the entire Anuvu team for taking the time to give us a “behind the scenes” look into the world of inflight entertainment!
How do you see the procurement process for inflight entertainment content? Do you agree that aviation accidents should always be removed from in-flight movies? Share your thoughts with us by leaving a comment!
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