Row 44 announced today it is adding a video-on-demand service in a major expansion of its in-flight broadband entertainment product.

The new service gives passengers access to television shows and movies produced by Disney, Universal, Twentieth Century FOX and Warner Bros, Row 44 said.

Video-on-demand adds to the company's original high-speed Internet service, as well as the recent addition of live-streaming of broadcasts by several news, sports and entertainment programs, including CNBC, Versus and BBC.

"This is just the beginning of our innovation in this space," said Row 44 chief commercial officer Howard Lefkowitz.

Row 44 uses a high-speed, Ku-band satellite signal to connect the aircraft cabin in-flight. Rather than connecting to seat-back display screens, Row 44's service allows passengers to browse the Internet or watch shows, games or movies on their own wifi-equipped devices, including laptops, tablets and smart phones.

Low-cost carriers Southwest Airlines and Norwegian are the first airlines to roll out Row 44 service in Boeing 737 cabins.

Source: Air Transport Intelligence news