“McTV is here and in high definition,” said Greg Braxton and Joe Flint in the Los Angeles Times. McDonald’s will soon roll out its own television channel, first in 800 outlets in California and then across the U.S. In a bid to “speak directly to customers” in the digital age, McDonald’s has customized programming for different locations, including local news, profiles of local high school athletes, and segments featuring local women “juggling home life with careers.” McDonald’s recognizes that it has a captive audience, says brand consultant Allen Adamson, and while diners are “in line getting their hamburger, there is no escape.” McTV is part of a corporate strategy to convince customers that the chain is not “just a place to grab a quick bite.” Outlets are becoming “more of a destination,” says McDonald’s spokeswoman Danya Proud.
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