McDonald’s is creating its own television channel, reports the Associated Press. The channel is being created for 700 pioneering restaurants, which will offer exclusive content for customers, the story reports.

Called the M Channel, the service will offer entertainment along with promotional and sales opportunities for companies that want to reach McDonald’s customers, the story says.

Content providers include Mark Burnett of "Survivor," ReelzChannel and broadcast stations. Advertisers — excluding restaurants — will be welcome, the story says, citing Lee Edmondson, who has worked for eight years developing the service.