May 6, 2006 – UNDETERRED by what many see as a new round of protectionism by the US majors and the Department of Transportation, Virgin America has announced the partners that will support its inflight entertainment offering when it eventually enters service.

The Sir Richard Branson-backed low-cost carrier says its fleet of 34 Airbus A320s will be fitted with a Panasonic Avionics X-series in-seat AVOD system. The cabin hardware will be accommodated under the floor in Inflight Canada iCACHE recesses, providing extra legroom for passengers and moving the equipment away from possible damage from spills, knocks and dust.

The two suppliers join a Virgin America IFE support team that also includes CoKinetic Systems Corporation, IMS and Wunderman.

Connecticut-based CoKinetic will provide technology designed to give the airline the ability to offer passengers an innovative on-screen environment, including picture-in-picture multi-tasking. Californian company IMS Inflight numbers content management and digital network delivery among a range of capabilities, and supplies the permanently aircraft-mounted Terminal Data Loader (TDL). Wunderman, the digital marketing division of Young & Rubicam Brands, specialises in designing robust interactive experiences. The airline expects to name more IFE providers in the near future.

“Each partner brings specific expertise to our IFE development that will allow us to deliver the best possible experience to our guests at launch and beyond,” says Charles Ogilvie, Virgin America director of IFE and parftnerships. “We’re aiming for a flexible system with an open architecture that will deliver an interactive experience that’s compelling, current and full of entertainment options.``

Virgin America plans to enter operation in the middle of this year and has already released pictures of its first aircraft in a distinctively Virgin-branded livery. Unfortunately, such links with the Virgin Group and its British proprietor are slowing the award of the licence the airline needs to offer service in the USA.

Driven by the rules governing the limit on foreign ownership of US-based airlines, and egged on by the US majors, the Transportation Department has requested more detailed information about Virgin America’s financing and ownership. Though airline officials say that Branson’s UK-based Virgin Group will control no more than 25 per cent of voting stock, thus complying with the rules, the majors have indulged in pointed public speculation about the degree to which Branson would practically influence Virgin America’s operations.

The DoT move looks certain to push service launch beyond the planned mid-year date. The length of the delay is hard to guess, but the signs are not good. “Virgin America`s application is unusual, given the complexities of its filing, the substantive updates the company has made and the fact that it has been contested by a number of airlines and unions,” the DoT said in a recent release. As for a timetable for reaching a decision, the Department said it was “committed to completing its review in as timely a manner possible.” Veterans of such proceedings are not holding their breath.