Would You Like Commercials With That?

McDonald's is working on a super-sized endeavor, and adding a bit of TV to their menu.

Lee Edmonson has been working on the concept for McDonalds' own television network, the 'M Channel' for over eight years, and believes that the 'M Channel' is a vision larger than traditional television.

In addition to airing news, entertainment and sports coverage localized for cities and neighborhoods, 'M Channel' will direct viewers online through advertisements.

"If you see a piece of content that connects with you immediately, we've provided you a value," Edmonson said. "If we can do it consistently, we become a trusted source of information ... and a great way for content providers to engage with consumers."

Edmonson has already secured a number of content providers for his 'M Channel' including Mark Burnett who produced 'Survivor' and 'The Voice'.

Major music companies are also interested in partnering up with 'M Channel' to target a specific type of audience.

"Interscope values a new way of communicating to customers where our content is positioned front and center to a massive audience," said Jennifer Frommer, the company's head of brand partnerships. "The channel provides a platform to market music in ways that have never been done before."

USC marketing professor Valerie Folkes thinks the 'M Channel' is a smart move for McDonald's.

"Advertisers face difficulties not only in reaching the right people but also in capturing their attention," Folkes said. "Here they have people who they know are customers and who are more inclined to listen to their message."

The pilot project began two years ago and could expand to the nearly 14,000 McDonald's restaurants across the U.S. within 18 months of getting the company's approval.

The Associated Press contributed to this report.