Emirates Launches ice Digital Widescreen

PR Log (Press Release) – Jul 05, 2007 – Voted Best Inflight Entertainment in the World in 2005 and 2006, Emirates Airline has continued its commitment to innovation by today launching its next generation, cutting-edge ice Digital Widescreen system, raising standards even higher.

Available in all classes, the ground-breaking new system represents a significant enhancement in the overall passenger experience. It features the airline world’s largest wide-screen TVs measuring 23” in first class, 17” in business class and 10.6” in economy, and provides an authentic home-cinema experience.

Emirates’ unique ice Digital Widescreen ( http://emirates.com/miniSites/Boeing777300ER/busClass/en ... ) system has been developed over the past three years – focussing on adding innovative features in a simple to use interface.  “Of course, we’ve also bumped up the programming choice so there’s even more movies, TV and audio as well as over 100 games to play,” said Mike Simon, Emirates Divisional Senior Vice President, Corporate Communications.  

New features include ‘My USB’, which allows passengers to view their holiday photos onscreen during the flight home, and ‘My Playlist’, which makes it possible for passengers to create their own compilation from the nearly 10,000 tracks of music available.

First and Business Class passengers of the new Emirates ( http://emirates.com/miniSites/Boeing777300ER/home/home.asp ) fleet can select their entertainment through Emirates unique wireless handset controllers, featuring a 7” touch screen interface. “The use of WiFi equipped handsets is a first in commercial aviation and is more convenient for passengers especially if they are lying down on one of the lie-flat beds.  The lack of a cable reduces clutter,” added Simon.  In addition, the wireless controllers can adjust seat position, lighting and massage functions.

Every seat is also equipped with an advanced ice TV remote control with a colour display. Passengers can simply enter the channel number they want and go straight to that channel, just as if they were using their TV remote control at home. The handset also features a full qwerty keyboard, helpful for sending SMS or emails from the flight, while also doubling as a satellite telephone and games controller.

Laptop charging points are provided at every seat in First Class and Business Class, and in Economy class cabins, there are several charging points per seat row.

Emirates ( http://www.emirates.com/ ) much loved Airshow moving map display has also been totally redesigned. Passengers can now see a full 3-D animated model of their aircraft as it flies en-route to the destination, highlighting cities and points of interest on the way.

Passengers are also kept up-to-date with the latest news headlines – updated every hour throughout the flight. “We broadened the choice of news stories available so passengers will be even better informed,” commented Simon.

Patrick Brannelly, Emirates Vice President of Passenger Communications and Visual Services said: "Emirates has been a leader of inflight entertainment since introducing the world’s first seat-back screens in 1992. Our new ice Digital Widescreen System allows us to continue to offer our passengers the latest inflight entertainment and communications technologies, significantly enhancing our onboard experience.”

The digital widescreen system first debuted on the Emirates Dubai-Paris service. Over the next 18 months, Emirates Airline ( http://www.emirates.com/ ) will receive 24 new aircraft fitted with this new product.

ice is currently available on half of Emirates’ passenger fleet, offering travellers significantly more inflight entertainment choice than any other airline.

About Emirates;

Since its launch in 1985, Emirates Airline has received more than 300 international awards in recognition of its efforts to provide unsurpassed levels of customer service.

Emirates operates services to 92 cities in 59 countries in Europe, North America, the Middle East, Africa, the Indian subcontinent and Asia-Pacific. New routes planned for 2007 include Venice, Sao Paulo, Newcastle Toronto and Houston.

Emirates Airline includes Emirates SkyCargo and Destination & Leisure Management (D&LM), which manages Emirates Holidays, Arabian Adventures and Emirates Hotels & Resorts. The airline is part of the Emirates Group, which also includes associate companies Dnata, Mercator, Transguard and EmQuest.

Visit Emirates online at: www.emirates.com ( http://www.emirates.com/ )

Contact:
Sarah Shaughnessy
Emirates Corporate Communications
Emirates Headquarters
Near Clock Tower
Dubai
United Arab Emirates
Tel: (+9714) 203.3975