July 2nd, 2007 11:00pm

Viewers of Plum TV call it a Winner

If you've ever peered beneath a Nantucket Nectars bottle cap, you've already shared Tom Scott's appreciation for a good local story. The co-founder and former CEO of the successful beverage company hasn't forgotten the popularity of the printed messages on those caps. Whether a fun bit of local lore or an endearing aside such as "Tom's dog Becky is part Lab, part Springer Spaniel, and part shortstop," each revealed a unique snapshot of Nantucket life. "The bottle caps told a story, something special about those of us tied to the island," says Scott. He's since retired from Nantucket Nectars, but his newest venture, Plum TV, is rooted in the same fascination with the behind-the-scenes of intriguing locales.

When Scott bought Nantucket Television in 2002, it was a local cable station struggling to stay afloat. He had no experience in TV, just a vision that it could be a great resource for celebrating the island. "There's always been something mystical to me about Nantucket. It has a spirit that's infectious," says Scott of the town where he transitioned from a college grad, selling homemade juice from a boat in Nantucket Harbor, to CEO of a multimillion dollar corporation. Partnering with friends David Kuhn, film producer Cary Woods, and Nantucketer and former NBC executive Chris Glowacki, Scott sought out other seaside and ski destinations that inspire a similar passion among those who live there, and those who wish they lived there. Aspen, Telluride, Vail, the Hamptons, Martha's Vineyard, and just-added Sun Valley and Miami Beach were chosen to from an exclusive cable network that offers an unconventional take on local television.

Amid weather and traffic reports, town meetings, and the surf forecast, viewers from fisherman to former presidents tune to Plum TV for a refreshing dose of local and world news, original documentaries, politics, and in-depth coverage of community events. Several network-wide shows make for compulsive viewing in all of the Plum markets-Loews Hotels CEO Jonathan Tisch interviews fellow business magnates in "Open Exchange," while the comical "Bob Builds His Dream House" tracks actor/producer Bob Babalan as he frets over the design and construction of his future home.

However, Plum's heart never strays far from the neighborhood. The signature program on each station is a local "MorningNoon&Night Show," a live daily show with a decidedly laid-back style. On Nantucket, station general manager Kate Brosnan hosts a range of luminaries and familiar local faces at the RopeWalk restaurant, overlooking Nantucket Harbor. "Every episode celebrates the people who make Nantucket special, whether it's (MSNBC "Hardbaall" host) Chris Matthews or the kid who made the big tackle in the game," says Brosnan.

Nantucket-based fashion designer Cheryl Fudge has watched the Nantucket station evolve from a fledgling two-man operation to an auspicious network. "I can't stand watching television, and I love watching Plum. It's fresh and interesting every day," says Fudge, who admires Brosnan's knack for tapping into the heart of Nantucket. "I remember a show with Suzanne Wright, who is someone I'd seen in town but always felt a little intimidated by. She was talking with Kate about her Autism Speaks! charity, and suddenly, I saw her as a grandmother and a mother and a person," she says. "What they do at Plum is so personal. They have a way of revealing the real people who live here."

Even with the beach or ski slopes beckoning, vacationers from the Vineyard to Vail turn to Plum TV as an engaging insider's guide. "Our job is to celebrate the island, and people identify with that because they love it here too," says Brosnan of the Nantucket audience. "When you travel to a place like Nantucket, there's a part of you that want to connect." Not suprisingly, a network-wide viewership of 14.2 million of the country's most affluent jet-setters and newsmakers has attracted a prestigious list of private investors and advertisers. Worldwide brands from Land Rover to American Express advertise alongside local banks and boutiques, all of whom embrace the chance to reach an elite audience at their most relaxed. "People have a different mindset on vacation," says Scott. "They want to read new books or try new exercise or go where the locals go."

Though the network garners headlines for its moneyed supporters and a glitzy reputation for 'TV for the rich," Plum earns praise at home for its dedication to a year-round community. High school football coach Vito Capizzo marvels at the Plum crew's commitment. "Rain or shine, they're at every game," he says. "I can't say enough about the incredible job they do-interviewing players, showing instant replays, running the highlights of the news. I think Plum TV is one of the biggest assets we have on the island." General manager Kate Brosnan can easily explain her staff's enthusiasm. "This is our home. We're proud to be a reflection of this community, and we genuinely love what we do," she says. "We put in as much energy in November as we do in July."

Such hometown spirit characterizes all of the Plum stations. "Television can create a real, personal relationship when it's done in an interesting way," says Scott, who was recently named a 2007 "Maverick by Details magazine. "We're not trying to figure out what you're supposed to do on television. We just approach everything with the idea of 'How can I tell a great story?'" One of his favorite Plum moments epitomizes the network's philosophy. "we were taping a live show in the Hamptons, and up walks this guy with a dog," he recalls. "We like our sets to be open and laidback-there's no 'Quiet on the set.' So, this guy has a dog tied to a rope from his boat. He walks right onto the live show and says, 'I just found this dog.' Ten minutes later, a kid showed up on the set to claim his dog. I loved that."

Just as he once set out to make the worlds greatest juice, Scott is passionate about creating exceptional television. I like the idea of giving people optimistic programming about places they really love," he says. We have a long way to go, but I think the harder we work at telling great stories about these incredible places-their beauty and history and the spirit of the people who live there-the more successful well be." Rest assured, whatever the magic formula for bottling the spirit of an extraordinary place, Scott discovered it years ago. Article by Nicole Maranhas.