By John McCarthy | Media editor

August 13, 2014 | 2 min read

British Airways has taken a leaf out of the YouTube's book and will now be showing cute videos of cats and dogs to calm passengers as a result of an in-flight entertainment overhaul.

The UK airline will be offering customers the chance to view relaxing footage of kittens and puppies on a channel called 'Paws and Relax' as part of its 'Slow TV' viewing experience.

The 'slow range' also includes a seven-hour Norwegian train journey which is reportedly quite picturesque.

Paws and Relax's offerings will be selected by content marketing agency Spafax, a company focused on "engaging the consumer in transit".

Other shows on the channel include animated cartoon 'Simon's Cat', 'America's Cutest Dog' and the BBC's 'Secret Life of Cats', shown below.

The channel will also showcase animals from the Battersea Dogs and Cats Home, which are available for adoption.

Richard D’Cruze, in-flight entertainment manager of British Airways said relaxing TV clips help enhance passenger’s trips.

D’Cruze said: “We discovered some scientific research that proves watching images of cute animals can actually lower your heart rate and reduces stress levels.

This move comes after British Airways earlier this year retained BBH for the brand’s above-the-line advertising account.

British Airways UK Transport & Logistics

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