Image: Still from Amy vs Craig

APEX Insight: Ahead of next week’s International Women’s Day, Norwegian Air has launched what it calls the world’s first in-flight entertainment channel to showcase female comedic talent to new audiences.

Norwegian Air launched a new in-flight comedy channel yesterday in an exclusive partnership with Emmy Award-winning producer Stephanie Laing and her online comedy platform PYPO (Put Your Pretty On). The low-cost carrier described the announcement as “the world’s first female-driven in-flight entertainment comedy channel.”

Passengers can access the on-demand content, including sketches such as Amy v Craig, Lady Sizes and Wedding Dress, on all of Norwegian’s Boeing 787 Dreamliner-operated long-haul flights through its Panasonic Avionics in-flight entertainment (IFE) systems.

Norwegian said the partnership will evolve through the creation of exclusive content, which will debut on the airline’s IFE system, before becoming accessible on PYPO’s own platform.

“Our partnership with Norwegian will allow PYPO to take on new opportunities on a more global scale and highlight female comedic talent to new audiences.” — Stephanie Laing

“We could not be more excited for our comedy channel to take flight with Norwegian as comedy is truly without borders. We hope to entertain passengers on board in a different way with our unique approach to comedy. Our partnership with Norwegian will allow PYPO to take on new opportunities on a more global scale and highlight female comedic talent to new audiences,” said Stephanie Laing, founder of PYPO. Laing launched PYPO in 2015 and directed Irreplaceable You, which premiered on Netflix last month.

“This is an exciting partnership for Norwegian as it focuses on providing even better entertainment on board for our passengers. By joining forces with PYPO, we will be able to offer exclusive content and never-before-seen opportunities, which we will be able to announce more details of in the coming months. We are thrilled that Stephanie Laing and her team will work with our creative team to create something extraordinary,” said Anders Lindström, director of Communications USA, Norwegian, and project manager.

Ari is the news editor at APEX Media.