Row 44, Inc has teamed up with interactive media and Internet company, MLB (News - Alert) Advanced Media, in an attempt to strengthen its in-flight live streaming television and on-demand video entertainment service. Following the partnership agreement, Row Inc will utilize MLBAM’s technical infrastructure.

The two companies will also collaborate to develop new technologies for delivering live and on-demand content to commercial air travelers.

Row 44 offers broadband access to passengers on flight, allowing them to stream the video of their choice on their Wi-Fi devices. The service is designed to provide a personalized broadband experience for travelers.

Passengers can watch IPTV (News - Alert) channels or make their choice in a library of on-demand movies and TV shows from major Hollywood studios.

MLBAM will manage the content making them compatible for hundreds of Wi-Fi enabled devices, including iPhone, iPad, laptops and Android (News - Alert) phones and tablets.

MLBAM also will provide digital rights management for Row 44 content. Additionally, MLBAM acquires an equity stake in Row 44.

In addition to IPTV, Row 44 also offers destination services, in-flight deals from retailers, interactive games, high-speed broadband Internet access and other services.

MLBAM powers the streaming video infrastructure for over 3,000 baseball games each year, as well as more than 200,000 additional events for its sports and non-sports partners.

"Row 44 could not have found a better partner than MLB Advanced Media," said Howard Lefkowitz, Chief Commercial Officer, Row 44. "MLBAM has been one of the industry's leading innovators for years, bringing not only live sports but other exciting content to consumers in new ways on new platforms -- mobile being just one example.”

"Expanding our partnership with Row 44 to utilize our core technologies is representative of our common goal in providing a high quality viewing experience to the commercial airline traveler," said Kenny Gersh, SVP, Business Development, MLBAM.

Row 44’s flying Wi-Fi hotspot is said to be giving fastest broadband speeds to passengers in flight. And the company has alliance with many airlines including Southwest Airlines and Norwegian Air Shuttle to deliver broadband service.