Australia and Beyond: Stellar Entertainment Talks IFE in the Asia-Pacific Region
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Stellar’s big move to Sydney’s Entertainment Quarter marks more than just a headquarter revamp; it coincides with a global remodeling of the in-flight entertainment industry. We chatted with the company’s cofounders Helen and Rob Lynch on getting started, and now, moving on up in the Asia-Pacific region. Read our full feature, “Star Power Down Under,” in the March/April issue of APEX Experience magazine.
Stellar’s been in the in-flight entertainment business since 1974. What’s changed over the years?
Helen: Well, for example, 40 years ago when we started, Qantas had six audio channels and there was one movie shown on a big screen – and that was it for in-flight entertainment. Comparing that with what there is now … It’s quantum-ly different. There’s been a huge change in in-flight entertainment in those 40 years.
“Over the years, [in-flight entertainment has] gone from being about the 12th most important thing to the traveling public to being in the top three now.” – Rob Lynch
Rob: I also think back then, entertainment was a popular production, it was something that immediately clicked with the passengers, they really liked it. And over the years, it’s gone from being about the 12th most important thing to the traveling public to being in the top three now. People expect to be entertained, look forward to being entertained, complain if the system doesn’t work and often book their flights based on the carriers’ entertainment reputations.
Is the amount of content and choice on board a key priority for airlines?
Rob: It’s all about technology really. As the technology has developed and changed, it’s allowed us to put more entertainment on. It can be confusing to some, maybe older travelers in the navigation. There’s so much entertainment. You know, it’s like there’s an all-you-can-eat restaurant, rather than a sort of upper-class restaurant where you order from the menu.
I travel a lot, so I’m fairly particular. I’m not looking for an all-you-can-eat menu, I’m looking for basically art house films, the very latest – but I’m even fairly particular there. So, my options, even though there might be thousands of options, really are only about 10 or 12.
You’re very open about your focus on the Asia-Pacific region. What compels you to maintain this focus?
Helen: Well, we’re in the Asia-Pacific region and it’s always been our aim to be the preferred supplier in this area. It’s where our clients and headquarters are, we have a very big complex in Kuala Lumpur and we have offices in Singapore as well. It’s where we are in the world. I think it’s also where the leading airlines are in the world at the moment. I think it’s the area where the major growth is going to be.
You’ve just moved into a spiffy new headquarters in Sydney. What’s the feedback been like on the new digs?
Helen: The feedback has been overwhelmingly positive. It’s very un-office-like. All the furniture, the desks, the couches, were all designed and specifically made for that area. The lighting was specifically made for that area, so it’s got a unique look. It’s not something that you’re going to see somewhere else.
Rob: Making something beautiful and different is one thing, but we didn’t know how the staff would react, and that’s been the biggest plus: it’s their space, they own it. That was a great relief to me, that they embraced it and treat it like home.
Helen: I got very nervous just before everyone moved in – you know that terrible feeling you get, sometimes you lie awake at night and think, Oh my God, what have I forgotten? The only thing I could come up with was wastepaper bins. Fortunately it didn’t happen, we had everything there.
Rob, you used to be a voice artist back in the day?
Rob: Yes, that’s right. I did that for 30 years. It allowed me to establish the business with Helen. It was a freelance culture. So I had a voice, and I’d travel and spend one hour with somebody who might give me $1,000 to do some voice work for them, and then that would free me up to establish my business or work in my own business. I would never have been able to get started without that lucky break of doing the voice work. I was the voice of ABC television for 10 years. I did that and a couple of other things.
Helen, we heard that you do a mean impression of the Queen of England.
Helen: Oh really! Yeah, I did say that, didn’t I? I don’t know if I can still do it. I could do it well as a child. My mother used to be absolutely hysterical when I did that.