LEEDS-based low cost airline Jet2.com is claiming an industry first by rolling out hand-held entertainment systems for passengers across its network.
The airline has piloted the service on a number of routes from Leeds-Bradford Airport ahead of today's announcement.
The digital devices, available to hire from £5, offer a choice of more than 50 TV programmes, 50 music videos and 100 CD albums.
Jet2.com boss, Philip Meeson, said: "Once again we're setting the benchmark for standards in the low-cost airline industry.
"We are the first low cost airline to offer this personal entertainment device, underlining how committed we are to providing the highest standards of service for our passengers.
"Having recently been voted 2006 Best European Short-Haul Airline for our service, we wanted to raise the bar even higher and go beyond what people expect of a low cost carrier."
He added: "Kids will love the great selection of programmes to watch and for adults there's a wide selection of some of the nation's best-loved shows.
"We're expecting less of 'Are we nearly there yet?' and more of 'Can we stay onboard?' "
The devices are supplied by London-based Mezzo, a company founded by two former executives of Tesco and one from Royal Bank of Scotland.
Dave Sampson, one of Mezzo's founders, said: "We know that Jet2.com's customers are extremely happy with the entertainment we're providing on flights from Leeds-Bradford and Manchester.
"During four
months of testing, our passenger research showed that everyone who rented a Mezzo player, and who was asked, said they would rent one the next time that they fly.
"Most short and medium-haul flights don't have inflight entertainment systems installed to save on costs, but this doesn't mean that passengers don't want to be entertained."
He said Mezzo's inflight entertainment was often better than many installed systems – as people could choose what they wanted to watch and on a screen size bigger than most seat-back systems.
Each of Jet2.com's portable Mezzo Players has more than 25 hours of video content and comes with one pair of complementary headphones and a seven-inch, high-resolution screen that sits on the passenger's lap or their drop-down table.
TV entertainment includes programmes such as Little Britain, The Office and The Vicar of Dibley as well as Planet Earth, Footballer's Wives, The Simpsons, Basil Brush and Postman Pat.