McDonald’s to launch in-store TV channel in 20 locations

New York City McDonald’s Corp. is launching a branded in-store TV channel in 20 fast-food restaurants around the country. The pilot program, which will begin this month, follows two successful trials, with one at the technology-inspired Viva McDonald’s location in Las Vegas, and the other at a McDonald’s restaurant in Norwalk, Calif.

Harris Corp., Melbourne, Fla., will manage, monitor and play digital-broadcast quality content for the McDonald’s Channel. ChannelPort Communications will manage and coordinate the overall implementation of the channel on behalf of McDonald’s, developing the content strategy, identifying content partners and managing the look, feel and monetization of the channel.

The McDonald’s Channel will present entertainment, infotainment, messaging and advertising designed to enhance the customer experience, reinforce the McDonald’s brand and broadcast focused promotional campaigns.

After a pilot of several months, it is expected that McDonald’s and its project partners will evaluate the potential for a wider rollout.