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Welcome to McDonald’s, would you like some TV with that?
McDonald’s Corp will roll out a high-definition television channel to nearly 800 restaurants in southern and central California by March. The world’s biggest hamburger chain is doing this as part of a test, and one day hopes to take it across the globe.
Businesses from gas stations and grocery stores to coffee maker Starbucks Corp are beaming more entertainment directly to customers, trying to address a captive audience in a world crawling with entertainment options.
McDonald’s Channel content partners include Walt Disney Co’s ABC, BBC America and reality television producer Mark Burnett, who is known for such hits as Survivor and The Apprentice.
Test markets include Los Angeles, San Diego, Las Vegas, Manhattan, Seattle and some communities in Oklahoma.
As it evolves, the McDonald’s Channel will add more local programming such as high school sports news.
“We think that’s a major part of the community that the channel can really bring to life,” said Leland Edmondson, founder of ChannelPort Communications, which is overseeing the project. “We’re talking to a number of sports properties.”
The programming will include exclusive content and be made up of short spots ranging in length from 90 seconds to 20 minutes.
“There’s no remote on the table, but there is Wi-Fi in the restaurant,” Edmondson said.
Programmes include The McDonald’s Achievers, profiles of local high school and college athletes; Mighty Moms, about local mothers balancing families and careers in sports; and Vimby (Video In My Backyard), which has partnered with Burnett to cover local lifestyle news including fashion, art, music, action sports and nightlife.
