McDonald’s to Air In-store TV Channel
America’s favorite fast food chain is taking its image into its own hands, launching an in-store TV channel poised to air movie and music previews, human interest stories and local content like high school sports updates.
Allen Adamson, a managing partner of brand-building firm Landor Associates, says: “While they’re in line getting their hamburger, there’s no escape. The podiums where companies can tell their stories have eroded … after the Super Bowl the list gets very short very fast.”
The channels have already been tested in San Diego, L.A. and Las Vegas, and are scheduled to debut in 800 restaurants in Central and Southern California within the next few months. If successful, the project may expand nationwide.
The dining areas will have two 42- to 46-inch screens that will be visible in 70% of the dining area. Customers who choose not to be exposed to the programming will be able to sit in “quiet zones” in the stores.
The programming will be scheduled in one-hour cycles consisting of 20- to 22-minute installments, or “pods.” Each pod will have several varying segments, including:
- “The McDonald’s Achievers” profiling local high school and college athletes
- “Mighty Moms,” a focus on local moms juggling home life with careers in sports such as training or coaching
- “McDonald’s Channel Music News” covering new musical releases, acts and tours
- “Vimby,” the brainchild of reality TV mogul Mark Burnett (“The Apprentice,” “Survivor”) which will cover music, art, fashion, night life, culture and lifestyle news
Read more at L.A. Times.
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