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The partnership between Virgin America and Echostar Communications Corp. (DISH) was entered into so that the services will bring "a little fun back to flying." This is probably a dig at Southwest Airlines (LUV), which Richard Branson feels isn't what it used to be.

"The closer Virgin America gets to launch, the more excited we are," said Mark Jackson, President of EchoStar Technologies. "DISH Network is proud to join forces with Virgin America to unveil this unique in-flight channel line-up."

The programming package that will be offered inflight will include 18 channels: Bravo, CNBC,  Black Entertainment Television, Cable News Network, The Discovery Channel, Entertainment Television, Cartoon Network, Independent Film Channel, FX,  The Travel Channel, Arts & Entertainment, ESPN, ESPN NEWS, ESPN Classic, ESPN2, SiTV, USA Network, and The Food Network.

Some of the other amenities offered by Virgin America will be leather seats that are custom designed, mood-lit cabins and the best in-flight entertainment system in America.

Along with the satellite TV lineup there will also be a number of audio music options, "pay-per-view" films, abilty to customize audio playlists and games.

I wonder if the next thing we'll hear, once the company expands its market, is how the industry will measure the advertisements on the channels watched during flights.

In the past, Southwest Airlines was considering in-flight entertainment, and passed on it because the lengths of their flights didn't justify the investment needed to upgrade their fleet of planes.

With Virgin America, starting from scratch really helps them to launch this with minimal interference and cost from the beginning. Another competitor, Jet Blue, has had in-flight entertainment for some time.

For Virgin, they have some luck on their side, as the recent problems experienced by Jet Blue (JBLU) has left a door open for a new competitor in the low fare market.

If Virgin can deliver a solid service while keeping their prices competitive, this could be a tremendously successful story in an industry that has been struggling for years.

Who knows, maybe the television industry will soon be clamoring to have more of their shows offered on the flights.