Rainbow Takes to the Airways

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Travelers flying US Airways Inc. can now find programming over the Rainbow, so to speak.

Rainbow Media Holdings LLC has inked a deal to supply the carrier with programming from AMC, The Independent Film Channel, WE: Women’s Entertainment and video-on-demand service Mag Rack.

Original programming from the Rainbow services will be rotated on a monthly basis and air in two-hour blocks on the airline’s in-flight entertainment system on 767 and Airbus 330 flights.

International and domestic passengers on the former can watch the programming -- including AMC's Sunday Morning ShootOut; IFC's signature series Dinner for Five; Mag Rack's Inside Weddings; and WE's Full Frontal Fashion -- on overhead screens, while those aboard the Airbus units will have what is tantamount to VOD access to the programming on in-seat viewing systems.

All told, US Airways officials said, the Rainbow fare will be accessible to some 600,000 passengers per month.

Mag Rack already has deals with United Air Lines Inc. and Delta Air Lines Inc.

“This deal represents a great promotional opportunity for both Rainbow and US Airways and signifies how valuable Rainbow's networks and their respective original programming is to viewers and the community at large,” Rainbow Network Sales senior vice president of national accounts and advanced services Lisa Schwartz said in a prepared statement.

“We are truly excited to be able to bring our diverse program offerings to busy consumers in an uncluttered, off-channel environment,” she added.