McDonald’s Corp will roll out a high-definition television channel to nearly 800 restaurants in southern and central California by March. The world’s biggest hamburger chain is doing it as part of a test, and one day hopes to take it across the United States.

Businesses from gas stations and grocery stores to coffee maker Starbucks Corp are beaming more entertainment directly to customers, trying to address a captive audience in a world crawling with entertainment options.

McDonald’s Channel content partners include Walt Disney Co’s ABC, BBC America and reality television producer Mark Burnett, who is known for such hits as Survivor and The Apprentice.