McDonald's Rolls Out In-Store Channel

McDonald's TV/Viva McDonald's in Las VegasFollowing other retailers, McDonald's is rolling out an in-restaurant network for 20 locations across the country, after starting late last year with two in a test mode.

The fast-food company previously said the McDonald's Channel included content from a series of Discovery Communications networks, along with its promotional messages and some branded vignettes.

The rollout to the 20 restaurants will begin in May with Harris Corp. providing the technological backbone through a digital signage unit. The network has been tested in a McDonald's on the Las Vegas Strip and in a California restaurant since December 2008.

ChannelPort Communications has been hired to oversee the network's content strategy, which includes inking deals with programmers, as well as the overall monetization plan of the channel.

McDonald's will evaluate the channel's operations in the 20 locations for several months before deciding whether to embark on a wider expansion.



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