CHICAGO, IL - A pair of high-tech companies is launching the first free, ad-supported, in-flight wireless network, clearing the way for passengers to shop for Paula Abdul's Reach for the Stars Bracelet from the Home Shopping Network or an automatic pet feeder from SkyMall while soaring at 30,000 feet.

The free wireless network, dubbed SkyTown Center, also will let travelers watch live television, play games and check out information about their destination city. But the real goal of the service, offered under a partnership between the airborne Wi-Fi provider Row 44 Inc. and the online media company JiWire, is to squeeze a few more dollars from big-spending business travelers.

"This innovative new platform is a great opportunity for us to raise our brand awareness while generating revenue from a highly desirable customer base," John McDevitt, an HSN Inc. vice president, said in a statement announcing the network.

Under the plan by Row 44 and JiWire, airline passengers won't have to pay to log onto SkyTown with their computers. If they want to navigate away from SkyTown to text, check e-mail or browse the Internet, they probably will pay a fee, based on how long they surf the Web.

Row 44 and JiWire expect to start the service by Nov. 1, just in time for the holiday shopping season.

The partners have yet to announce which airlines will offer SkyTown but they have confirmed some of the content providers, including the Home Shopping Network -- the marketplace for cosmetics, clothes and jewelry -- and SkyMall, the onboard retailer that peddles clothes, electronics and wacky items such as truck antlers and Harry Potter wands.

Copyright 2009 The Chicago Tribune. All rights reserved. From http://www.chicagotribune.com. By Hugo Martin.
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