They say time flies when you’re having fun, and British Airways customers will be able to test the theory from today when a new HBO channel launches on long-haul British Airways flights.

HBO is a globally recognised brand known for critically acclaimed hits such as Game of Thrones, Boardwalk Empire, True Blood, Girls, True Detective, Looking and Curb Your Enthusiasm – all of which will be shown on flights.

The channel will also host a number of movies, which, along with blockbuster series, will be refreshed frequently to keep up to date.

Richard D’Cruze, British Airways’ in-flight entertainment manager, said: “We’re excited to be the first airline in the UK to have a dedicated HBO channel, offering more entertainment options than ever before.

“We know that our customers value the opportunity to catch up on the latest TV and films during their trips.

“We’ve recently seen a trend for ‘binge-watching’ on flights, with customers viewing back-to-back episodes of a TV series to keep up to date or simply catch up. With so many popular programmes on HBO, we know this will be a real winner with our frequent fliers.”

British Airways works with entertainment experts Spafax to offer customers hundreds of hours of the latest Hollywood blockbusters, classics and world films.

It has also extended its in-flight entertainment programming, so that customers can watch TV and movies from the moment they board, to the minute they land, on long haul flights.

For movie lovers that like to plan ahead, ba.com/highlifeentertainment allows British Airways customers to plan their entertainment before they fly, previewing playlists of audio, TV and film on board to look forward to.

They can download a schedule planner, as well as share content with friends on social media.

British Airways is investing more than £5 billion in new aircraft, smarter cabins, elegant lounges, and new technologies to make life more comfortable in the air and on the ground.