Text-messaging within the cabin, pay-per-view movies on demand, live satellite TV, audio channels, games, meal-ordering, and wireless connectivity and AC power for laptops - Virgin America's new in-flight ad-sponsored consumer consoles do it all, reports AdWeek.

The consoles were designed by WPP Group's Wunderman, which worked with creative agency Anomaly and CoKinetic Systems, among others. Content partners include Disney, Echostar, Fox, Paramount, and Warner Bros. Advertisers are expected to buy everything from banner ads to in-game messages.

Dan Olson, managing director of Wunderman and COO of Young & Rubicam Brands, said the client came to Wunderman 18 months ago "because of our digital strength and branding ability. They are focused on the creative class as a target audience. It needed to carry the Virgin brand in every way, shape and form."

Olson said the interface - called "Red" by Virgin America and spearheaded by the agency's associate creative director, Susie Lim - is also intended to serve as a revenue center for Virgin partners as well as advertisers.