Seven-hundred McDonald's restaurants in California now feature the "M Channel," a customized television channel created specifically for the company.

According to the Associated Press, the channel offers advertising opportunities for other companies wanting to tap into McDonald's broad customer base, as well as news, entertainment and sports spots. Some localized content is also showcased.

The M Channel will also feature promotional opportunities. For example, a music video that plays through the channel can include the chance for customers to win concert tickets for the featured band.

The story reports that music companies are intrigued by the pilot so far. Interscope's head of brand partnerships, for example, said the M Channel presents a new platform to present music to a massive audience.

The channel tests began in 2011, and recently expanded to all McDonald's restaurants in California.

The expansion of M Channel to the rest of the 14,000 McDonald's nationwide is expected to take 18 months from corporate and franchisee approval. Right now, the company is measuring its value based on ad revenues and customer feedback.

Read more about marketing and branding initiatives.

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