McDonald’s is starting its own channel, a digital network that will be available for people eating at its chain of fast-food restaurants, the Los Angeles Times reports.
The company has tapped Mark Burnett’s digital production company and BBC America to provide some of the content, the story adds.
The fast-food chain will air customized content for specific communities, such as local school sports and human interest stories, the piece notes. While the service is undergoing a slow rollout, it will soon be available in as many as 800 California restaurants, according to the report.
The TV service should reach between 18 million and 20 million people a month, according to ChannelPort Communications LLC, an entertainment company that’s working on the network for McDonald’s.
That reach would give the McDonald’s network one of the largest daytime audiences in the areas where it’s offered, the story notes, citing ChannelPort.
The programming will consist of a one-hour cycle with installments between 20 minutes and 22 minutes each, the piece says. That will be broken down into segments such as "Mighty Moms," featuring local moms who manage a family and a career in sports, and a segment from Burnett called "Vimby," which will feature music, nightlife, fashion and more, the article adds.
Los Angeles-based KABC-TV’s Eyewitness News will also provide content.
Eight minutes each hour will be dedicated to advertising, with McDonald’s ads taking up one and a half minutes, the story adds.