McTV is Here!

Along with their usual fare of Big Macs, fries and Happy Meals, McDonald's customers will soon have local school sports, movie previews and heartwarming human interest stories all broadcast from the McDonald's Channel known as McTV! The fast-food giant is launching their own HD digital network of exclusive original content targeted at dine-in customers. The programming will be customized to specific communities around the individual restaurants, and will include local news and entertainment features, such as spotlights on upcoming films, albums and TV shows. Allen Adamson, a managing partner of Landor Associates, a firm that specializes in brand building said, "While they're in line getting their hamburger there is no escape. It's one of the last bastions where you have a captive audience." The McDonald's channel, being rolled out slowly during the next few months, will soon be up in 800 restaurants in Southern and Central California, and expected to reach 18 million to 20 million people a month. The programming will be shown in a one-hour cycle consisting of installments or "pods" lasting 20 to 22 minutes. (Chicago Tribune)

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