GLOBAL – CALIFORNIA, USA, OCTOBER 2011: Niche programming in HD. This is McTV at the service of the McDonald’s dine-in customers in Southern and Central California.
McTV is a digital network of exclusive and original content, customized for specific communities that dine in individual restaurants from different areas. The in-store channel will include local news, entertainment features, film previews and specials, as well as regular TV shows in its program roster. Reality TV tycoon Mark Burnett, BBC America, and KABC-TV Eyewitness News have been tapped to provide content for McTV.
This move is expected to become a platform of the fast-food chain to be able to talk directly with their customers in a clutter-free environment (only eight minutes of dedicated time for advertisements in an hour) and away from the bustle and distractions of social networking media.
ChannelPort Communications LLC spearheads the McTV initiative and aims to expand the project across the States once it proves to be a success in the California area.
Locally, Margot Torres, vice president for marketing of McDonald’s Philippines, said that McTV will be introduced in the country if it will provide a strategic relevance to the business. “Having a strong foundation of value and service are our key priorities at the moment. We learn from the best practices,” Torres added, saying that the results of the initial roll out of McTV in the United States will still have to be evaluated before determining if an in-store channel will also work for Philippine stores.
Source: LA Times
