McTV Coming to a Mcdonald’s Near You

Posted on December 1, 2011 by

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Fast food giant McDonald’s is launching an in-store TV channel, appropriately named McTV. McTV will enable McDonald’s customers to watch local sports, movie previews, and human interest stories while they dine.

According to an article in The Los Angeles Times, the move is part of a broader digital-age strategy by corporate America to create its own platform to speak directly to customers in an environment uncluttered by other media. McDonald’s is the latest in a growing number of image-conscious corporations and institutions that will reach out to consumers by acting as their own studio and network.

The dining areas of participating McDonald’s restaurants will contain two high-definition 42- to 46-inch screens that will be visible from 70 percent of the eating areas. Audio will be heard from the screen or ceiling speakers. Those who do not wish to see or hear the channel will be able to eat in peace by relocating to “quiet zones.”

The programming will be shown in a one-hour cycle consisting of installments, or “pods,” lasting 20 to 22 minutes.

Each component will have several segments, including “The McDonald’s Achievers,” which will profile local high school and college athletes; “Mighty Moms,” which focuses on local moms juggling home life with careers in sports such as coaching or training; “McDonald’s Channel Music News” about musical acts, tours, and new releases; and “Vimby,” which will cover fashion, art, music, night life, as well as lifestyle and culture news.

McDonald’s executives also see the new channel as a way to make their restaurants more than just a place to grab a quick bite. Officials say that the programming will offer another reason to spend more time visiting with families and friends in their restaurants.

McTV has not reached Pennsylvania yet, but it is slowly rolling through McDonald’s restaurants in Southern and Central California.

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