BBC Nordic Takes to the Skies for the First Time with SAS Airlines
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During BBC Studios’ 50th Showcase event in London, which brings together all of its out of home partners in London once a year, the company announced that its BBC Nordic channel is now airborne with Scandinavian Airlines (SAS Airlines).
BBC Studios has launched BBC Nordic as a dedicated, on‑demand brand experience for the in-flight environment for the first time. A curated collection of content comprising 25 episodes from across the entertainment and documentary genres is now available for passengers to view via SAS Airlines’ in-flight entertainment (IFE) system as part of a collaboration with Touch Inflight Solutions (Touch).
“Introducing BBC Nordic as a distinct, branded space within our inflight entertainment offering adds further depth and relevance.”
– Aron Backström, SAS Airlines
Titles include travel series Where the Wild Men Are with Ben Fogle and Scandinavia with Simon Reeve, wildlife drama Kingdom, as well as popular mystery series Death in Paradise. BBC Studios SVP Out of Home & BBC News Commercial Development Zina Neophytou explained, “We intend to keep the slate refreshed for inflight guests, but we’ll continue to review performance and passenger feedback with Touch and SAS and take a dynamic approach to best develop the channel.”
BBC Nordic launched in April 2023 to cater to Norwegian, Swedish, Danish, Finnish and Icelandic viewers. “Because BBC Nordic already has a presence in the region, we were able to build the inflight channel on a clear editorial foundation from the start,” said Neophytou. “We combined that with our insights into inflight viewing trends to build a content selection that reflects passenger interests, the identity of SAS and the BBC brand. Touch worked closely with both us and SAS to bring the full proposition to life and followed guidance that we provided to shape this.
“Including [three 60-minute episodes of] Scandinavia with Simon Reeve [shot in 2025] felt especially appropriate, as it highlights how BBC Studios can tailor content that aligns perfectly with an airline’s identity and the journeys passengers are taking.”
“Our aim is to make world‑class storytelling effortlessly accessible wherever audiences are … Partnering with SAS Airlines to bring BBC Nordic onboard as a branded on‑demand experience does exactly this.”
– Zina Neophytou, BBC Studios
Marking the announcement, SAS Airlines VP Product & Loyalty Aron Backström commented, “Enhancing the inflight experience is a key part of how we continue to evolve SAS as a premium and customer-focused airline. Introducing BBC Nordic as a distinct, branded space within our inflight entertainment offering adds further depth and relevance, with high-quality content that resonates strongly in our home markets while appealing to our international travelers. By thoughtfully curating what we offer in the air, we aim to make every journey with SAS more engaging, comfortable, and memorable.”
“Our aim is to make world‑class storytelling effortlessly accessible wherever audiences are, whether that’s on the ground or at 35,000 feet. Partnering with SAS Airlines to bring BBC Nordic onboard as a branded on‑demand experience does exactly this,” Neophytou concluded.
Neophytou is a member of the APEX Board of Directors and is actively engaged with the association regarding inflight streaming rights.