MUMBAI: ScoopWhoop has announced the launch of its in-flight feed to give access to exclusive tailor-made content while flying above 16000 feet. The content publisher is the first to unlock this innovation, and is aiming to disrupt the industry, to re-look the way audience consumes content on-board.

While in-flight services are a common practice, ScoopWhoop’s latest addition to its app unlocks the feed, allowing users to read content while flying without internet connectivity. The feature which is currently in its beta version, appears as a push notification only when one is on airplane mode and flying above 16000 feet (cruising altitude). The feature will dissolve once there is a descend in the altitude.

The in-flight feed has been conceptualised by Dentsu Webchutney.

ScoopWhoop Media co-founder and chief product officer Debarshi Banerjee says, “This is the first time that a content publisher has forayed into distributing content basis behavioural patterns for airborne consumers. ScoopWhoop’s aim has always been to become a customer product and continue to revamp the strategy to innovate with the changing environment. We are hoping that the new update will help us build a further close connect with our audience.”

Dentsu Webchutney chief creative technologist Gurbaksh Singh adds, “Flying in India is mostly a boring experience due to unavailability of in-flight entertainment services. We are delighted to collaborate with ScoopWhoop to develop an innovative feature that will change the way audience consumes content. It was fun building the feature; we have deployed over 500 hours in air while testing the feasibility of the feature.”