Highly Localized Lifestyle TV

Wall Street Journal takes a look at Plum TV, a startup television network focused on local television in high-end resort markets.

Plum TV broadcasts on six TV stations in some of the most exclusive resort areas in the U.S.: Nantucket and Martha’s Vineyard in Massachusetts, the Hamptons in New York and the Colorado ski towns of Vail, Aspen and Telluride. Soon to come: stations in Sun Valley, Idaho, and Miami Beach, Fla.
Plum TV is trying an approach different from the traditional TV network by narrowly targeting the very rich on vacation.
Instead of scheduling its best shows in the evening to draw people as they relax after work, Plum TV expects its audience of wealthy vacationers to watch in the early morning and the late afternoon — before and after their days on the beach or the ski slopes. The programming is a mix of local events — figuring that viewers want to know what is going on in town — and culture, politics, art, business and sports.

Plum TV’s founder and CEO, Tom Scott, co-founded beverage brand Nantucket Nectars, which was acquired by Cadbury-Schweppes in 2002 for about $100 million.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.