LOS ANGELES — McDonald’s has been testing its custom-made M Channel at a few outlets in California during the last two years and is ready to slowly roll out the service across the entire state, reports the Associated Press (AP).

The M channel will air exclusive content, such as news, entertainment and sportscasts localized for cities and neighbourhoods. It will also provide opportunities for record companies and other advertisers.

"If you see a piece of content that connects with you immediately, we've provided you a value," Lee Edmondson, who has been developing the project for the last eight years, was quoted as saying by AP. “If we can do it consistently, we become a trusted source of information ... and a great way for content providers to engage consumers."

McDonald’s has already partnered with content providers, including Interscope Records, producer Mark Burnett, ReelzChannel and broadcast stations.

For the complete story, visit news.yahoo.com.

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