Mark Burnett’s VIMBY Helps Launch McDonald’s TV

A lesser known piece of reality TV kingpin Mark Burnett‘s empire is the Van Nuys located VIMBY, which stands for Video In My BackYard. With local crews in about three dozen American cities, the company has provided customized video content for a whole range of clients including Macy’s, Mazda and Red Bull.

Now, together with LA’s ChannelPort Communications, KABC and BBC America, VIMBY is getting ready to turn on arguably its biggest showcase yet. Per an LA Times report by Joe Flint and Greg Braxton, the in-restaurant McDonald’s TV channel is being officially served up after beta runs in LA, San Diego and Las Vegas:

The McDonald’s channel is being rolled out slowly during the next few months and will soon be up in 800 McDonald’s restaurants in Southern and Central California…

“People today are using our restaurants differently than they have in the past,” said Danya Proud, a spokeswoman for McDonald’s USA. “They’ve become more of a destination. With McDonald’s restaurants offering Wi-Fi, we’ve become more relevant and contemporary.”

The Recession-proof chain will wait to see how their community-flavored channel does in California before going mobile and-or national with it. According to the article, the initial reach of “McTV” will be a colossal 18 to 20 million monthly, munching viewers.

[*FishbowlNY colleague Chris O’Shea has his own ideas of what should be on the channel. To read his three show pitches, click here.]