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WAEA 25th Annual Conference & Exhibition
21-24 September 2004
Washington State Convention & Trade Center

INTERACTIVE SYSTEMS UPDATE

Interactive IFE lets airlines offer passengers a wide variety of IFE options while strengthening the airline's brand, according to Brian Hurst ( Academy of Television Arts and Sciences/Interactive Media Peer Group). It also gives content providers the chance to extend their brand, Hurst added.

"Be creative and ambitious. Imagine what might be," he encouraged. "Interactive is the greatest opportunity airlines have to differentiate."

"Interactive is vital, and it's not that hard," Kris Stevens (CoKinetic Systems) said, emphasizing that "stability and reliability of the system are still king."

Interactive is becoming more popular on the ground, and inflight interactive game applications are becoming more compelling to content providers as passengers "want to travel with their TV," Stevens said.

"There is a convergence of television and computer technology in the seatback, and I don't see why the airlines should bear the cost," he said.

Interactive applications let airlines offer passengers a huge variety of "non-media-centric" entertainment and improve the flexibility of the passenger's inflight experience.

Alan Pellegrini (IMS) said: "We really haven't gotten close to the vision we've had of interactive IFE , because we need a bigger pipe on and off the aircraft."

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