Coming Mcdonald's, The Tv Channel
McDonald's is launching a new in-restaurant TV channel that will present programming, often targeted to specific communities around their outlets, on large-screen TV sets in high definition, the Los Angeles Times reported today (Monday). The McDonald's Channel, the newspaper said, is initially being rolled out in 800 McDonald's restaurants in Southern and Central California by ChannelPort Communications, with content provided by reality-show producer Mark Burnett ( Survivor, The Apprentice ), BBC America, and KABC-TV, the ABC-owned television station in Los Angeles. Burnett told the Times he plans to "do digital content on a national scale but with a local focus." Programming will be recycled every hour and will consist, in equal measures of "The McDonald's Achievers," Mighty Moms," and "McDonald's Channel Music News." Eight minutes of each hour will be devoted to commercials, only 90 seconds of which will constitute ads for McDonald's. Leland Edmondson, founder of ChannelPort, told the Times "This network is not intended to be all about McDonald's. It is all about the consumer."