-By Katy Bachman, Mediaweek

NEW YORK Ideacast, a major player in the out-of-home video space, is adding Airline TV to its network offerings.

Through a deal with LiveTV, a subsidiary of JetBlue Airways, Ideacast will provide content for a new in-flight channel and have exclusive ad sales rights to video assets on in-seat screens on Continental and Frontier Airlines.

Renamed Airline TV, the network, now reaching 11 million passengers a year, is expected to hit 21 million by 2009 as Continental retrofits its fleet.

Ideacast will deliver over 1 billion impressions a year via networks such as Health Club TV and Transit TV.

The partnership is a sign of things to come for the fragmented market, where hundreds of companies hope to gain a foothold.

"We think there will be eight to 15 companies," said Jason Brown, president, sales and marketing at Ideacast. "When the marketplace breaks, we want to be positioned with the premier networks."

Ideacast began marketing Airline TV to travel, wireless and technology marketers April 29.

Among the options are 2 minutes of roadblock ads airing on every screen after the airline's safety message, and 5 minutes of ads in four 10-minute default channels made up mostly of movie trailers and DirecTV ads. Ideacast will also program a free, ad-supported in-flight channel.