December 21st, 2006 12:00am

Plum TV is an upscale TV network that broadcasts on small stations in some of the nation's most exclusive vacation spots. For the moment, that includes Nantucket, Martha's Vineyard, the Hamptons, Vail, Aspen and Telluride, with plans to expand into Sun Valley and Miami Beach. Many big-name investors like former Viacom CEO Tom Freston [some who discovered the channel while on vacation] are investing $20 million in the network. Plum's programming is targeted in the morning and late afternoon hours -- when vacationers are most likely to watch -- and focuses on local events, culture, politics, art, business and sports. It's also available online, on Google Video and AOL Video, with more expansion to come. So far, advertisers seem to be eating it up. "It is an environment...where these affluents are relaxed and perhaps more receptive to advertising," says Guy McCarter, director of entertainment marketing for Omnicom Group's OMD.