Virgin America West Entertainment

Virgin America has selected newly founded West Entertainment to provide in-flight entertainment management services, including video content metadata services and advertising administration. Image via Virgin America

APEX Insight: Virgin America has become post-production house and service provider West Entertainment’s first client. The startup, which was founded by industry veteran Rick Warren on July 11, 2016, will provide in-flight entertainment management services, including video content metadata services and advertising administration, to the airline.

Virgin America has selected newly founded West Entertainment to provide in-flight entertainment management services, including video content metadata services and advertising administration. The airline is West Entertainment’s first client.

West Entertainment founder and managing partner Rick Warren launched the full-service post-production house and service provider to airline, cruise and local markets on July 11, 2016. Warren’s previous endeavors included programming and delivery with Sony Trans Com (now Rockwell Collins) and leading Post Modern Group (acquired by Global Eagle Entertainment), where he serviced the video content and advertising services for Virgin America.

“With West Entertainment, we’re confident that we will continue to deliver an award-winning experience to our guests.” — Alfy Veretto, Virgin America

“Virgin America has always been about providing guests with the largest breadth of entertainment via our Red in-flight entertainment system,” said Alfy Veretto, Virgin America Manager of IFE Content & Partnerships. “With West Entertainment, we’re confident that we will continue to deliver an award-winning experience to our guests through our library of latest release films, live television, video games and MP3s available at every seat.”

According to Warren, boutique CSP’s are able to offer more tailored customer service than their more established competitors. “[Boutique CSPs] concentrate their efforts on helping the client differentiate their offering through personal, creative and specialized service,” he said, in an exclusive interview with APEX Media. “They don’t tend to get caught up in what I see as a formula of margin chasing before customer service.”

“I started West Entertainment because former airline clients, distributor clients and employees all suggested that the current environment isn’t working.” — Rick Warren, West Entertainment

Warren, who was the recipient of the 2015 APEX Lifetime Achievement Award, is aiming to initiate positive change in the IFE industry, which he has been a part of for 25 years. “I started West Entertainment because former airline clients, distributor clients and employees all suggested that the current environment isn’t working for all stakeholders in our industry and needs change,” he says. “They suggested that I could be that change agent. I agreed.”