Row 44, a provider of in-flight wireless Internet service, hooked up with mobile media firm JiWire to offer airlines an advertising-based WiFi portal for passengers.

The service, called Skytown Center, will offer access to the airline's website, a shopping site operated by SkyMall, live television and programming provided by the Home Shopping Network, travel information by BeDynamic, texting and games.

Advertising revenue is expected to defray the cost for airlines and could lower the price for users.