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As airline competition heats up, modern carriers are expanding their entertainment systems, with personal TV screens and a film selection to rival leading cinemas.

When in-flight entertainment was first established, passengers came to expect a limited choice and a small overhead television screen.  Since then many airlines have introduced state-of-the-art personal systems with a vast array of new Hollywood films, TV and music programmes.

"We first brought in televisions on every seat back in 1992," says Patrick Brannelly, Emirates' vice president of in-flight entertainment. Originally a small choice of films and TV programmes were shown at set times on different channels.

"Then in 1996 when we introduced the 777 to our fleet we increased our channel numbers to 18. When we introduced the A330 we put video player into first and business class as well so those passengers could have a bit more control over what they watched," he adds.

But the big change came in 2003 when Dubai's national carrier introduced the famous ICE system, enabling every passenger to select their own entertainment. "This brought in the concept of immense choice," explains Brannelly.

"It was really important on long-haul flights, like non stop to Sydney or New York. People would be flying for such long periods of time we needed to increase the choice." According to the entertainment vice president, content is changed regularly so even frequent flyers can access new entertainment. "There's about 12-14 new Hollywood movies released each month so we usually take all of those. In total about 15-25% of content is changed each month."

Brannelly admits the legacy system is outdated, saying: "For people who were watching the set time movies they had to tune in at the right times. For people who've nodded off or gone to the bathroom they missed part of the film and had to just put up with that." At present, around three quarters of the airline's fleet are equipped with the ICE system, while the remainder will be updated in the coming years.

In terms of choice, Emirates offers a vast range of films, music and television programmes, ranging from the latest Hollywood blockbusters to BBC documentaries. As a family airline based in the Middle East, Emirates' management is aware it needs to upload suitable, non offensive content.

"Typically film makers create different versions of the movies, one for theatrical release and one that takes away any excessive violence, swearing or blasphemy- softening it a bit," explains Brannelly. "People will say movies have been chopped to bits by an airline but we've never cut a film. The experts in Hollywood re record certain parts of the movie for TV use."

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