Air Astana champions Kazakh culture through content with Stellar Entertainment
An Air Astana passenger enjoying IFE
Stellar Entertainment has partnered with Air Astana to enhance the inflight entertainment experience for passengers. Since mid-last year, Stellar has worked closely with the airline to provide a fresh, culturally rich selection of entertainment, custom-tailored for both short-haul and long-haul flights. This collaboration introduces passengers to the heritage of Kazakhstan, offering a unique inflight experience beyond traditional content.
As Air Astana's Content Service Provider (CSP), Stellar Entertainment will deliver comprehensive IFE services, including content curation, licensing, encoding, metadata, KCTV inflight magazine and IFE guide design and updates in Kazakh, Russian and English, as well as dedicated account management.
The press release said this partnership marks a significant milestone in enriching the inflight offerings beyond conventional content by offering a wider selection and providing passengers with a gateway to the heritage and culture of Kazakhstan.
Air Astana’s vision for inflight entertainment reflects its commitment to celebrating Kazakhstan’s unique identity. The airline’s content curation strategy is designed to showcase the rich cultural heritage of the nation, offering passengers a truly immersive experience.
“We’re pleased to partner with Stellar Entertainment to deliver a world-class inflight entertainment experience with the spirit of Kazakhstan at its core. Through its expertise and extensive industry relationships, we can bring the stories and sounds of our country to a global audience, offering passengers an engaging and culturally rich journey onboard. This partnership reinforces our mission to be a cultural ambassador for Kazakhstan,” said Zhamilya Jaxybekova, IFE Manager, Air Astana.
According to the January 14 press release, some key highlights of Air Astana’s entertainment approach include:
• Championing Kazakh cinema: The airline features a curated selection of recent local movie releases, spotlighting the talents of both emerging and established Kazakh filmmakers.
• Russian-Dubbed content: Recognizing its predominantly Russian-speaking passenger base, Air Astana strives for inclusivity by offering Russian dubs for the majority of its content. Many films and TV shows are dubbed in Russian for the first time, specifically for Air Astana.
• Spotlight on timeless cinema: Starting in February, the airline’s "Spotlight" category will bring classic films to the inflight lineup. This collection goes beyond Hollywood blockbusters, offering a journey through timeless classics from around the globe.
• Content adapted for accessibility: Air Astana offers a dedicated section called “Accessibility” within its inflight entertainment system, specifically designed for passengers with hearing impairments and visually impaired passengers.
• Music as a cultural soundtrack: Air Astana is also tapping into Stellar’s expertise in audio programming and licensing, helping to ensure that music plays a pivotal role in the onboard selection.
• Fresh and evolving content: The airline’s massive music catalogue features 600 albums, with 50 percent of the library refreshed every month.
• Amplifying Kazakh voices: Air Astana highlights a selection of Kazakh music, from traditional melodies to modern hits.
Stellar's Chief Operating Officer, Daniel Jacobs, emphasized the advantages of this collaboration for Air Astana passengers: “We are excited to partner with Air Astana to enhance their inflight entertainment offerings and deliver exceptional experiences to their diverse and growing passenger base. This month, travellers can enjoy early access to the critically acclaimed Lee, starring Kate Winslet, and we look forward to collaborating on more unique and engaging content initiatives in the months ahead.”
Using tools like the Stellar IFE Portal and pixLTM platform, Stellar can streamline content logistics, boost operational efficiency and offer real-time tracking for content performance and budgets, while simplifying IFE management for Air Astana.
Sam Allen, Chief Executive Officer of Stellar Entertainment, said: “Partnering with Air Astana is an incredible opportunity to combine our global expertise with a localised focus, celebrating the unique cultural heritage of Kazakhstan. We’re proud to be part of Air Astana’s journey as they expand their network and increase their presence across Central Asia, South and East Asia, Europe, and the Middle East.”
