British Airways in September will launch Paws and Relax, an inflight channel showing cute footage of cats and dogs.
The channel's purpose is to enhance the well-being of its long-haul customers by lowering heart rates and relieving stress, according to Richard D'Cruze, inflight entertainment manager.
British Airways claims that footage of cats, kittens, dogs and puppies soothes and relaxes passengers, in addition to being entertaining.
"It might sound barking [a reference to the the British expression 'barking mad,' indicating insanity], but there's lots of research to suggest that watching pets can enhance overall well-being," he said.
The carrier cited psychologist Richard Wiseman, who said that watching a video of a cute animal can reduce heart rate and blood pressure in under a minute.
D'Cruze said that the carrier has "sniffed out some fantastic content that is cute, comforting and sure to appeal to travelers of all ages."
The channel will include footage of the "Simon's Cat" cartoon, a segment on the secret life of cats and a video of America's cutest dogs.
— Gay Nagle Myers