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McDonald’s Bows In-store TV Channel With Studio Support

18 Oct, 2011 By: Erik Gruenwedel

Fast-food chain is launching the proprietary network featuring studio home entertainment content in select restaurants following tests in Las Vegas and California last year

McDonald’s is rolling out a proprietary HDTV network that will feature news, sports, music and branded home entertainment videos, and lifestyle programming in select restaurants.

The largest restaurant chain in the United States joins a growing trend among eateries and supermarkets looking to generate incremental advertising revenue from marketers eager to capture a captive audience via strategically placed TV screens. Indeed, there will be about eight minutes of ads per hour, including about two minutes for McDonald’s house spots.

The McDonald’s Channel is being headed by ChannelPort Communications, which will oversee content selection — the majority geared toward families with children.

Content partners include Sony Pictures Home Entertainment, 20th Century Fox Home Entertainment, Warner Home Video, Discovery Channel, NBC Universal, including Universal Studios Home Entertainment, BBC America, KABC-TV and Vimby, among others. Vimby is reality TV producer Mark Burnett’s (“Survivor”) digital production company specializing in Web-based content.

“While they're in line getting their hamburger, there is no escape,” Allen Adamson, a managing partner of Landor Associates, told the Los Angeles Times, which first reported the story. “In-store networks are one of the last bastions where you have a captive audience.”

Carl’s Jr., Arby’s, Del Taco, Denny’s and CiCi’s Pizza, among others, reportedly are working on similar in-store networks.


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