British Airways is to launch a dedicated channel showing cute footage of cats and dogs to enhance the well-being of its long-haul customers.
The channel, called Paws & Relax, launches in September.
BA claims that, as well as being entertaining, footage of cats, kittens, dogs and puppies actually soothes and relaxes passengers.
It can also improve levels of concentration – good news for anyone needing to catch up with some work before touching down for an all-important business meeting.
BA in-flight entertainment manager, Richard D’Cruze, said: "It might sound barking, but there’s lots of research to suggest that watching pets can enhance overall wellbeing.
"We have sniffed out some fantastic content that is cute, comforting and sure to appeal to travellers of all ages."
BA points out that, in his book 59 Seconds, psychologist Richard Wiseman suggests that just watching a video of a cute animal can reduce heart rate and blood pressure in under a minute.
And a paper published by Hiroshima University titled Power of Kawaii (meaning the power of cute), showed that people who looked at pictures of puppies or kittens in their study had higher levels of concentration afterwards.
