News

McTV: McDonald's rolling out digital in-store channel

October 16, 2011

McDonald's Channel, a digital television network featuring original, local content for in-store customers, is set to roll out at McDonald's units in California.

According to a story in the LA Times, programming is customized per market, with local news and entertainment content designed to reach a captive dine-in audience. The channel is being rolled out within the next few months and is expected to soon be available in about 800 units in Southern and Central California.

The channel has already been tested in L.A., San Diego and Las Vegas.

The McDonald's Channel is facilitated by ChannelPort Communications LLC, a Los Angeles-based company that specializes in both content and brand management. Among the heavy hitters scheduled to provide original content is Mark Burnett, producer of The Apprentice, Survivor and The Sing Off.

Programming segments include "The McDonald's Achievers," highlighting local athletes; "Mighty Moms;" "McDonald's Channel Music News;" and Burnett's "Vimby," which covers lifestyle news. Eight minutes each hour will be devoted to advertising, with less than 2 minutes devoted to McDonald's-specific advertising.

In addition to featuring original content, the channel also will include interactive elements on Web- and mobile-based platforms.

The LA Times reports that the channel is predicted to reach between 18 million and 20 million people a month, one of the largest daytime audiences in the Southern California region.

The dining areas of participating McDonald's will include two high-definition 42- to 46-inch screens that will be visible from 70 percent of dining areas. Screen and ceiling speakers will provide the audio, and guests who do not want to see or hear the channel will be able to eat in "quiet zones."

The regional rollout's success will be measured before a nationwide rollout is scheduled.

From the story:

"The intention is to catch and engage the customer, and then enhance their experience," said Leland Edmondson, founder of ChannelPort. "The McDonald's customer is everyone, and we want not to be passive viewers but to be active and participatory with this network."

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