Air Malta has launched in-flight entertainment, a facility that passengers will be able to enjoy on the majority of the airline’s flights as from 1 August.

At a press briefing on Tuesday afternoon, Air Malta chairman Lawrence Zammit said that the national airline has chosen Blue Media Marketing Ltd to launch an innovative package of in-flight entertainment, following the publication of a public tender.

In-flight TV entertainment will be introduced on 10 of Air Malta’s 12 planes. Programming sequences, including international and local content, have been developed with the aim of keeping passengers entertained throughout the flight. Passengers on longer flights will be given free headsets to further enhance their in-flight entertainment experience.

Blue Media Marketing will be responsible for the publication of Skylife, Air Malta’s new in-flight magazine, that has been set to international standards with its fresh and contemporary design. Air Malta will also be re-introducing the provision of free newspapers on all its flights.

The marketing company will be paying Air Malta Lm75,000 annually and it will be providing the airline’s drink coasters and head-rest covers, which will be used for advertising purposes.

Godfrey Grima from Blue Media Marketing said that the marketing company will also be sharing advertising profits with Air Malta, so the airline’s estimated annual income and savings will amount to Lm223,000. The marketing company will be engaged on a five-year contract, during which time Air Malta is expected to earn Lm1.1 million by means of the outsourcing of this marketing package.

Air Malta carries 1.8 million passengers every year – more than 90 per cent of travellers passing through Malta International Airport. Mr Zammit said that the national airline therefore aims to provide the best in-flight entertainment for passengers travelling to and from Malta.

Investment, Industry and IT Minister Austin Gatt said that this in-flight entertainment package was intended to improve the service, while further reducing Air Malta’s expenses and increasing revenue.

Dr Gatt pointed out that the airline industry has become extremely competitive, so it is important for Air Malta to exploit every possibility of increasing its income and offering reasonable fares.

He said that the first three months of the year had been encouraging, both in terms of the number of passengers using the airline as well as the generation of income.