While many McDonald’s customers opt for the drive-through, those who dine inside the fast-food restaurants may soon benefit from an original programming experience via the McDonald’s TV channel.

The move is part of an effort to capitalize on a captive audience. “While they’re in line getting their hamburger there is no escape,” said Allen Adamson, a managing partner of Landor Associates, a firm that specializes in brand building.

The programming, viewable on large, high-definition screens, will be customized by location and include local news and entertainment features, as well as content from BBC America and reality TV mogul Mark Burnett — the mastermind of shows such as ‘Survivor’ and ‘The Apprentice.’

The venture, which is expected to reach 18 million to 20 million people a month, has already been tested in Los Angeles, San Diego and Las Vegas, and will soon be in 800 McDonald’s restaurants in Southern and Central California. If it proves successful, it may eventually spread to other locations nationwide.