Coming to an armchair near you - British Airways flights and holidays.

British Airways have launched the world’s first commercial interactive TV service offered by an airline.

More than 60,000 customers in the North West are already enjoying the world`s first digital interactive cable service with Cable & Wireless Communications.

The service will appear within the interactive TV travel sections of the UK cable companies Cable & Wireless Communications, ntl and Telewest. 2000 will see an aggressive push by all three companies as they continue to roll out nationally. The roll-out this year could see a potential reach of 1.8 million homes at the end of 2000.

No longer will the remote control just be used for choosing TV channels - instead at the flick of a button the family can turn to the British Airways pages to plan their holidays or look at the products and services offered by British Airways.

It is targeted at the leisure traveller with the emphasis on finding information intuitively and quickly by simple clicks on their remote control. Viewers will be able to see the latest special offers from both British Airways and British Airways Holidays, enter their e-mail address to receive regular offer updates, browse the British Airways flight schedule, view travel tips and even order a brochure all from their armchair.

The technology is now being developed to allow for full e-commerce, with on line booking planned for this year.

As the industry leader, British Airways has carried out pioneering work in the whole area of interactive television. A four month trial with 200 households in Cardiff was set up earlier last year to find out more about exactly how and what people wanted from this technological revolution, the results of which have been integrated into our current service.

Kieron Gavan, General Manager Global Distribution, British Airways, said “This latest initiative underpins our commitment to be at the forefront of e-commerce and to develop innovative new products and services that give our customers greater choice and flexibility.

We are the first airline to offer its customers this revolutionary service. British Airways is excited to partner with all three cable companies to really maximise the potential of interactive technology.”

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