McDonald's Corp. (Oak Brook, Ill.) is introducing the McDonald's Channel, a digital network of exclusive original content targeted at dine-in customers, reports the Los Angeles Times. Communities will receive customized programming that will include local news and entertainment features, such as spotlights on upcoming films, albums and TV shows.
The McDonald's channel will be rolled out during the next few months and is being spearheaded by ChannelPort Communications LLC, a Los Angeles-based company specializing in entertainment content, technology and brand management.
"The intention is to catch and engage the customer, and then enhance their experience," Leland Edmondson, founder of ChannelPort, told Los Angeles Times. "The McDonald's customer is everyone, and we want not to be passive viewers but to be active and participatory with this network."