Key Takeaways
- The in-flight entertainment industry is shifting towards a dynamic, data-driven, and rights-aware content ecosystem
- West Entertainment is positioning itself as a technical bridge between airlines and the latest passenger experience-enhancing technology
- The company is focused on three key pillars: cloud-based and edge-cached architectures, managing rights complexity, and increasing personalization
- West Entertainment’s proprietary AI model, WestIQ, enables real-time trend analysis, predictive analytics, and intelligent content curation
- The company is working to define the new standard for in-flight entertainment and connectivity (IFEC) by prioritizing "rights-aware" automation and data-driven insights
Introduction to the Evolution of In-Flight Entertainment
The in-flight entertainment industry is undergoing a significant transformation. Gone are the days of static catalogues refreshed on a 60-day cycle. Instead, the industry is pivoting towards a dynamic, data-driven, and rights-aware content ecosystem. As airlines navigate this new landscape, West Entertainment is positioning itself not just as a content provider, but as a technical bridge between airlines and the latest passenger experience-enhancing technology. The company is innovating to meet the opportunities and challenges presented by this shift, focusing on three key pillars: cloud-based and edge-cached architectures, managing rights complexity, and increasing personalization.
Positioning Content Closer to ‘The Edge’
West Entertainment’s Lab is redefining how media is prepared, secured, and delivered for virtualized IFE environments. The company’s VP of Operations and Technology Solutions, Eric Silverstein, explained that as IFE platforms move from aircraft-bound servers and physical media loads to cloud-based and edge-cached architectures, the traditional content supply chain is no longer viable. West is working with leading OEM platforms and strategic tech partners to leverage dynamic updates and uploads, using adaptive encoding and packaging, metadata normalization, content modularity, and DRM and security alignment to meet evolving passenger expectations. This shift towards edge-based content delivery solutions enables airlines to provide a more personalized and immersive experience for passengers.
The Future of Rights-Aware Workflows
One of the biggest hurdles for airlines, ISPs, and content providers is managing evolving rights complexities across aircraft types, regions, and connectivity models. To tackle this issue, West Entertainment’s WebyWest workflow engine provides a "rights-aware" system that understands the geographic and technical limitations of a content license. This automation allows airlines to manage global fleets without the risk of rights infringement or the overhead of manual tracking. West has also launched WeFly, a studio-approved OTT platform, which delivers a superior content experience by leveraging a cloud-native, over-the-top architecture to eliminate the traditional constraints of legacy IFE systems. By providing a rights-aware workflow, West Entertainment is helping airlines to navigate the complex world of content licensing and ensure compliance.
Personalization Without the Hefty Price Tag
West Entertainment’s proprietary AI model, WestIQ, is designed to take limitless data sources and translate them into specific business objectives. WestIQ enables real-time trend analysis, predictive analytics, intelligent content curation, budget optimization, and the creation of a personalized passenger experience across multiple platforms. For example, WestIQ can analyze unique airline data to curate content that resonates with specific routes, such as business-heavy long-haul flights or leisure-focused domestic services. It can also turn data into revenue by presenting targeted offers, be it advertising, Duty-Free, buy-on-board food and beverage, or destination-based activities, at the moment of highest engagement. Perhaps most excitingly, WestIQ can reorganize the graphical user interface of an IFE system in real-time based on passenger interactions.
The Balance Between Automation and Editorial Control
West Entertainment President Kate Groth emphasized that WestIQ is not about replacing human curation, but about augmenting decisions around programming with insights on performance and localization. This translates to smarter recommendations and a better understanding of passenger behavior that turns data into actionable insights for airlines. By striking the right balance between automation and editorial control, West Entertainment is enabling airlines to provide a more personalized and engaging experience for passengers. As the company continues to innovate and push the boundaries of what is possible in the world of in-flight entertainment, it is clear that West Entertainment is committed to defining the new standard for IFEC.
Conclusion and Future Directions
In conclusion, West Entertainment is at the forefront of the in-flight entertainment industry’s transformation. By prioritizing "rights-aware" automation, edge-based content delivery solutions, and data-driven insights through WestIQ, the company is enabling carriers to transform from traditional content distributors into sophisticated digital experience partners. As the industry continues to evolve, it will be exciting to see how West Entertainment continues to innovate and push the boundaries of what is possible in the world of in-flight entertainment. With its focus on personalization, rights-aware workflows, and edge-based content delivery, West Entertainment is well-positioned to define the new standard for IFEC and provide a more immersive and engaging experience for passengers around the world.
