In the U.S., the fast food giant, McDonald, is offering TV programs throughout the state of California. Analysts are positive about the new service, saying it will attract more diners.

McDonald’s is offering up something new on its menu - television.

The fast food giant is testing McDonald’s TV - an in-house high-definition TV service in almost 800 restaurants throughout California.

U.S. broadcast network ABC and British import BBC America will contribute. Online content provider VIMBY, which stands for Video In My Back Yard, backed by reality TV star-producer Mark Burnett has also signed on.

The station will be run by start-up Channelport Communications.

CEO Lee Edmondson explains what’s on the menu. He said: "It would be content that we would co-brand with content providers, whether it be news, weather, sports. It will be a lot of special interest programming. There will be some original programming and that will grow and our intention is to have it grow."

McDonald’s TV is going on air at a time when the restaurants are doing well. McDonald’s is beating the competition thanks to its popular dollar menu and new premium sandwiches and drinks.

RJ Hottovy of Morningstar thinks the TV channel will pay off in two ways. He said: "I think what you’ve seen is: you offer different types of in-store entertainment it does tend to keep customers around. The longer that a customer stays in a restaurant or retailer, the chances of them buying extra products or adding to their ticket increase exponentially and I think that’s part of the end game here with McDonald’s. I also think it’s important for them to tailor their marketing messages in the store, whether it be new products they are releasing or new limited time offerings. I think this could be a valuable channel to promote those new products."

The in-house TV programming also fits in with a wider upgrade of McDonald’s locations, with many now including wi-fi hotspots; as McDonald’s tries to expand the brand beyond fast food.

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