Co-hosts Maggie Poteau and Yenu Wodajo chat with viewers on Twitter and Facebook during ad breaks and keeptheenergy levels up with banter about local sports teams and the weather.
Critics of the sectoral approach point out that however efficient industries might be, it does not help the climate if inventors keep dreaming up new ways to use energy - like Japan's electrically heated, stereophonic, bottom-washing toilets.
Officials know perfectly well that passengers will already have imbibed all the fructarian juices imaginable on the ground and will welcome the alternative of these expensively imported, highly calorific pop drinks to keep their energy levels up during random in-flight activities like mass seat changes and locating serviceable toilets.