Delta Air Lines' new low-fare division, Song, aims to tackle rivals with an ambitious in-flight entertainment offering.
Delta intends to hit back at JetBlue and to a lesser degree rival AirTran Airways on routes between the north-east of the USA and Florida. Replacing its earlier low-fares experiment, Delta Express, Song will operate a dedicated fleet of 36 199-seat Boeing 757-200s between eight airports as much as 13h a day to reduce costs on services. Delta plans to provide live television as well as internet access, games and MP3 music players on board. These are seen as a riposte to JetBlue's well-received live in-flight satellite television, the only such service in the USA.
Global Aviation Associates consultant George Hamlin says Song "may well succeed in sending a competitive message, warning JetBlue to expect a more spirited response in Delta territory. On the other hand, it could well provoke JetBlue to attempt something like an Atlanta-New York route, the heart of Delta."
Source: Flight International
