McDonald's to Launch Own TV Channel
updated 10/18/11
McDonald's to Launch Own TV Channel
McDonald's is currently testing its own television network in California. If successful, the company plans on rolling out the service nationally. The plan is to have widescreen HD monitors throughout a restaurant that will broadcast locally tailored news and entertainment programs, which includes local sports and original content. "McDonald's move is part of a broader digital-age strategy by corporate America to create its own platforms to speak directly to customers in an environment uncluttered by other media." This new step gives the company the ability to address consumers without any distractions or competitors' ads. The project is being spearheaded by ChannelPort Communications LLC, a Los Angeles-based company that specializes in entertainment content, technology and brand management. A key feature of this movement is that it could encourage customers to stay longer in the restaurant. While part of McDonald's charm is the "fast food," by offering entertainment, customers may be more apt to stay long and watch the end of a program. By broadcasting local news, McDonald's TV may also help to create a more community atmosphere through the use of technology, which is something that has done the opposite in the past. Unfortunately this may be received with mixed emotions. In the past, the television was left at home and was only used for a limited amount of time. Now-a-days, it doesn't matter what you are doing or where you are going, you will more than likely find a TV displaying advertisements and promotions. Digital signage has clearly become a popular tool for corporate America to promote businesses. Viewing the comments at the bottom of article shows just how split the reviews will be. As advocates for the implementation of digital signage into public venues, we see this as a great step forward for businesses and retailers alike. However, it is important not to overwhelm customers with too much advertisements and promotions as they could become immune to their effects or will try to avoid them altogether. While McDonald's claims that only eight minutes an hour will be devoted to advertising, their initial implementation may be met with some resistance, as customers may be slow to believe. It will be interesting to watch and see how successful this form of digital signage in fast food restaurants can be. http://www.latimes.com/entertainment/news/tv/la-et-mcdonalds-channel-20111017,0,303650.story
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