When you think of in-flight entertainment, the small screens embedded in the seats often come to mind. However, the technology behind delivering your favorite shows at 35,000 feet has evolved dramatically. Recently, Kim de Flesco, Senior Director of DIRECTV IN FLIGHT, shared insights on the podcast Inside Business with DIRECTV. With nearly 16 years at DIRECTV and extensive experience in the wireless industry, Kim has been pivotal in transforming the in-flight entertainment experience. Join us as we explore the evolution of this technology and the exciting developments on the horizon.
Listen to the full episode of Insider Business with DIRECTV featuring Kim de Flesco.
The Evolution of In-Flight Entertainment
From Satellite to IP: A Technological Revolution
Since first working with Jet Blue in 2000, DIRECTV has transformed in-flight entertainment delivery. The original Direct Broadcast System required individual receivers at each seat, bulky, maintenance-heavy equipment prone to failures. In 2020, DIRECTV pivoted to IP delivery, where content now travels from their broadcast center through satellites and ultimately reaches passengers via the aircraft’s Wi-Fi system – eliminating equipment bloat and dramatically improving reliability.
“The technology back then was a linear feed or something we often refer to as a direct broadcast service, which means simply we have our content distributed from our broadcast center in Los Angeles up to our DIRECTV satellites and then it comes down to the aircraft. And on board, to ingest the signal, we had receivers at every seat, very much like you have in your home today.” – Kim de Flesco
Flexibility for Airlines and Passengers
This technological leap enables unprecedented versatility. Passengers can enjoy content on seatback screens or personal devices, while airlines can offer a wider selection of programming. This flexibility allows carriers to create distinctive entertainment experiences aligned with their brand identity, whether emphasizing sports packages like NFL Sunday Ticket or focusing on news and entertainment channels.
“Now with IPTV, we’re able to deliver our content that can be viewed on either a seatback screen or a personal device, such as a laptop, iPad, or phone. So, it gives us a lot more flexibility not only to deliver the content, but also to allow for more content.” – Kim de Flesco
Content Strategy and Airline Relationships
What Passengers Want: News and Sports Lead the Way
Data consistently shows live news and sports rank as passengers’ top choices across all airlines. DIRECTV meets this demand with premium offerings including NFL Sunday Ticket, Red Zone, MLB Friday Night Baseball, and Amazon Thursday Night Football – keeping travelers connected to real-time events happening on the ground.
“Hands down, the number one and number two choices of every single airline is live news and sports.” – Kim de Flesco
Customizing the In-Flight Experience
DIRECTV collaborates closely with airlines to curate content reflecting each carrier’s unique brand and passenger demographics. This customization extends to the viewing experience itself, with options for traditional seatback screens or personal device delivery, allowing airlines to design entertainment solutions that complement their overall customer experience strategy.
“We are very involved with the airlines and the content that they choose. We meet with them very often and provide them guidance… All the airlines want something that’s going to differentiate themselves from another airline.” – Kim de Flesco
Going Global: DIRECTV’s International Expansion
Breaking Boundaries with Two-Way Rights
After three years of development, DIRECTV has achieved a significant milestone as the first live TV provider to deliver US-based programming on international flights. By securing two-way rights for over 50 channels, both domestic and international carriers can now offer DIRECTV content on routes to and from the United States, featuring sports networks, news, entertainment, and family-friendly options.
“This one is near and dear to my heart. It’s my favorite thing to talk about these days. It was a long time coming. We spent a little over three years working to gain international rights, but essentially, we are the first live TV provider to deliver US-based programming via an IP feed. And our content will be available on flights departing and returning to the United States.” – Kim de Flesco
Innovation Beyond Traditional TV
New Revenue Models with MyFree DIRECTV
DIRECTV is exploring innovative enhancements, including an onboard [version??] offering of MyFree DIRECTV that could lead to post-flight subscription conversions. This creates potential revenue-sharing opportunities for airlines looking to offset Wi-Fi costs, transforming entertainment from an expense into a revenue stream.
“So MyFree was an interesting one because it’s received a lot of press lately and MyFree lineup is constantly expanding. So, if we can get MyFree on board, we can then parlay that into a post-flight offer through our DIRECTV Signature Service on the residential side. And in that offer, we then will work with the airline to offer a rev share, which is of interest to them. Wi-Fi is expensive and the airlines are always looking for different ways to subsidize that cost.” – Kim de Flesco
Targeted Advertising Capabilities
Through its deal with Viasat, DIRECTV is developing ad insertion capabilities for in-flight content, enabling more relevant advertising experiences tailored to specific routes, destinations, or passenger demographics—further evidence of DIRECTV’s evolution into a comprehensive entertainment solutions provider.
Leadership and Team Collaboration
A Sports-Inspired Approach to Management
Kim’s sports background has shaped her leadership philosophy, emphasizing teamwork and collaboration across the organization. This approach has been crucial in overcoming the technical and business challenges involved in transforming DIRECTV’s aviation business.
“I played sports growing up and I am an avid sports fan. I have approached everything that I have done in my career as a team effort. I very much believe in empowering my team and supporting them.” – Kim de Flesco
Cross-Functional Excellence
The success of groundbreaking projects like JetVision—the first live IPTV solution for business aviation—required seamless cooperation across departments. This cross-functional excellence remains a hallmark of DIRECTV’s approach, enabling agility in a rapidly evolving industry landscape.
“At DIRECTV, we just have such incredible talent. We could never have done what we have done the last few years without them. Case in point, JetVision by DIRECTV, which is our business aviation product, we were the first in the world to deliver live IPTV on board.” – Kim de Flesco
As DIRECTV continues to innovate and expand its offerings, the future of in-flight entertainment looks promising. With the introduction of IP delivery systems and a broader range of content options, airlines can provide unique experiences that set them apart. The potential for collaborations, revenue-sharing models, and enhanced passenger engagement only adds to the excitement as the industry embraces this new era of entertainment at cruising altitude.
Learn more about DIRECTV IN FLIGHT, where you can explore solutions for both commercial and business aviation. Visit DTV.biz/inflight for more information.
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