Mezzo is determined to provide the most appropriate content package for each airline. “Get it wrong and passengers won’t want to use the service and the profits rapidly disappear,” says Sampson. “Get it right and it can be very profitable, which is why we take an analytical approach to content selection. Passenger profiling is a standard tool, but we go much further by using the research techniques that made Tesco successful.”

The company is working with Phantom Media and others to create an entertainment package that includes games and online gambling – “Though we do recognise that gambling has had a bad press in the world of IFE and may not appeal to all airlines.”