The matron of the airlines world, British Airways, is going to the dogs – and cats, too! Much has been written of late about the increasing ease of flying with your pets. More and more pet owners want to take little Tigger or the twin Siamese Sam and Sandy on vacation with them. Why? Well, the reason is simple: these loving little animals have  positive effects on the well-being of pet owners. British Airways is making the most of this cuddly pet factor which will benefit those of us who aren't lucky enough to be travelling with our devoted puppy or cat. In September, passengers on long-haul British Airways flights can tune into a new in-flight channel called Paws & Relax. Pet-friendly experts have curated the best of pet TV flicks and videos, including "Simon's Cat," "The Secret Life of Cats" and "America's Cutest Dog."

British Airways: Embrace your inner pet-lover!

Barking mad? “It might sound barking mad," acknowledges British Airways’ in-flight entertainment manager Richard D’Cruze, "but there’s a lot of research to suggest that watching pets can enhance overall well being. We have sniffed out some fantastic content that is cute, comforting and sure to appeal to travellers of all ages.” Here's a sample of British Airways' Paws & Relax specialty pet channel:

  [HTML1] Laura Lambert, from the Battersea Dogs & Cats Home in England which has been consulting with British Airways, said: “We know that people love watching dogs and cats. They can make you laugh, smile, and cry. They are wonderful companions when you’re feeling anxious or just need a lift, and we believe that British Airways’ Paws & Relax channel will be the perfect way for passengers to sit back and relax.” To ensure your next flight on British Airways is relaxing and peaceful, you only have to do one thing: hit the 'paws' button.