I've always wondered about this (eventually AVOD will replace all of this and will become obsolete) but the airlines that are still running mainscreen entertainment (i.e. delta "horizons", United has/had NBC In-Flight, continental had something - forgetting it now), how much do the airlines pay to have this customized content produced for them? I would imagine the airlines pay a hefty price to have an NBC anchor/celebrity 'host' their in-flight entertainment.
...or is it the other way around with who pays?
Any light anybody could shed on this would be great...having a board day at work