 Alaska Airlines is recognized by the World Airline Entertainment Association ( <unk> ) as having an " historic first " in Inflight entertainment by introducing in October 2003 the first portable , hard @-@ drive based , audio @-@ video @-@ on @-@ demand ( AVOD ) players that deliver a variety of film , TV and audio programs . The device , called the <unk> was conceived and brought to market by an Alaska Airlines baggage handler named Bill Boyer Jr. <unk> are available for rent on most long @-@ haul flights for a fee , although they are complimentary to passengers seated in First Class . 
