DRG sells Slow TV to British Airways

Independent distributor DRG has today announced the introduction of Norwegian Broadcaster NRK's Slow TV to British Airways.

The airline is launching the new 'slow' style of programming with its first commission, a seven-hour train journey from Bergen to Oslo.

The Slow TV format has already captured the attention of viewers in Norway after a record breaking 134 hour, non-stop transmission, following a ship's journey along the Norwegian coast, minute by minute. British Airways has also expressed interest in other Slow TV segments in the coming months, dependent on the success of the first programme.

DRG has been taking the Slow TV proposition to airlines around the world, via a number of channels including a specialist airline market. British Airways has been the first airline to take this on board, with the option to choose from a range of different programmes such as birds and squirrels in vintage-style bird houses, through to knitting, salmon fishing and burning logs.

The seven-hour train journey will be shown on hundreds of flights from July onwards, after which British Airways may expand the catalogue, to include some of the aforementioned segments.

"One of the team at our agency Spafax read about this unusual documentary that had become a cult hit in Norway and tracked it down," said British Airways' in-flight entertainment manager, Richard D'Cruze. "It fits perfectly with the 'wallpaper' style footage people find mesmerising in-flight, such as our moving maps which customers watch for endless hours! There's definitely a hypnotic, calming and entertaining quality to Slow TV that is perfect for in-flight entertainment."

Head of format development at NRK, Ole Hedemann, added: "Audience feedback tells us that the concept of Slow TV changes the purpose of the screen itself — from an entertainment machine to something more akin to a live painting on the wall; hence it makes people feel more relaxed. Its success demonstrates why it resonates so well with consumers in an in-flight scenario, and we look forward to bringing even more slow projects aboard in the near future".