Inmarsat Vice President of Aviation David Coiley said that the operator acknowledges how viewers are increasingly choosing to watch content streamed across IP networks to a variety of connected devices.

   “SBTV has been designed to reflect the way TV content is now consumed by people on the ground, enabling more viewer choice thanks to the ability to consume on-demand content on PCs, tablets and smartphones,” Coiley said in a Sept. 17 statement. “SBTV provides an opportunity for airlines to leapfrog the limitations of rolling broadcast news services by allowing passengers on-demand access to the latest news and sports programming on their own, to choose what they watch and when they watch it.”

   SBTV also will enable airlines to select and tailor the volume and variety of content they offer their passengers for specific routes or regions. Inmarsat said SBTV content can be uploaded live, and updated as often as the airline chooses, as well as integrated on existing WiFi or IFE systems.

   Coiley said SBTV provides Inmarsat with a strong  product differentiation opportunity. “With the introduction of GX Aviation in early 2015, GXTV will become available, which will further increase the volume and range of real-time content that can be made available, delivering the ultimate solution for customised TV content delivery, including the ability to provide multiple broadcast IPTV channels.”

   The appetite for on-demand viewing is growing rapidly, according to the most recent research results from ComScore’s Video Metrix, which found that more than 180 million U.S. Internet users watched 33 billion online content videos in June 2012, up from 6.9 billion the previous year.

   Inmarsat can target the technology for inflight connectivity to its existing airline partnership network, which includes ANA, British Airways, Emirates, Qantas, Qatar Airways, Singapore Airlines, and TAM Airlines.

   Separately, Inmarsat announced it has signed the official contract finalizing the appointment of OnAir as the first Aviation Distribution Partner for its Global Xpress Ka-band network that will provide inflight broadband connectivity for the aeronautical market.

   OnAir currently uses Inmarsat SwiftBroadband to provide the connectivity for Mobile OnAir and Internet OnAir, and has been jointly working with Inmarsat on a deployment path from SwiftBroadband to Global Xpress.

   OnAir has already started to secure customers for the launch of the satellite service in preparation for the introduction of Global Xpress and  service introduction in late 2014. “We are delighted to be working with Inmarsat to bring passengers the next generation of inflight connectivity, with the introduction of live TV being one of the highlights,” OnAire CEO Ian Dawkins said in a statememt. “The provision of a consistent global service is particularly important for our customers, so that they know exactly what to expect, wherever and whenever they fly.”

   Global Xpress will offer up to 50mbps outbound and up to 4.4mbps inbound to and from aircraft in an effort to provide the same experience as terrestrial broadband. It is being marketed as the only Ka-band network designed to provide consistent global coverage.

   “We have a very strong history with OnAir,” said Inmarsat Global Xpress Managing Director Leo Mondale. “OnAir was appointed our first SBB Distribution Partner back in 2006, and in 2009 was given an award for being the greatest contributor to SBB growth. We have every confidence that OnAir will deliver value to airlines and passengers with Global Xpress in the same way.”