Turkish Airlines has launched a new programme that streams videos from start-ups looking for investment to the seat-back televisions of those in business class.

Each video in the Invest on Board programme lasts for less than two minutes. At present, the majority of the start-ups featured are Turkey-based companies.

A captive audience

Consumers the world over are currently less than enamoured with the flying experience as it stands.

As a result, we’ve seen a number of products and services that aim to improve this: from making the trip to the baggage carousel a more entertaining experience to onboard services that help improve the journey for parents and children alike and smarter boarding systems.

At the same time, better internet connectivity and rising smartphone ownership levels have led to a surge in the number of online services that help connect people.

Invest on Board brings these two issues together. On the one hand, it brings new, innovative start-up ideas to those in business class, removing the need for potential investors to seek out this information for themselves. On the other hand, it provides potential businesses with a target audience, one they may not have been able to secure for themselves. Indeed, according to Mintel’s research, the passenger airlines market in Turkey is projected to grow 12.3% in 2014, suggesting this market is ripe to target.

There’s potential for this to be rolled out elsewhere. Any time a brand can help simply and efficiently to connect consumers with services or products they need, it’s sure to meet with success.