It's a tale of a rather corporate looking duckling that grew into a beautiful swan.

What began as the plain-wrapped monthly videotaped reports by division heads, Metropolitan's video news program, "Straight from the Tap," has evolved into a highly polished show that now captures a public viewing audience of close to 3 million on major cable television stations across the Southland.

Produced completely in-house at a cost at one-third to one-fourth less than outside agencies, "Straight from the Tap" is a lively monthly program that focuses on regional water issues. Each 28-minute segment runs several times weekly on cable outlets that include Media One, Charter Communications, Adelphia Communications, Time-Warner Cable, Buenavision and Cox Communications.

"We have resisted the temptation to pepper the program with propaganda, and instead have told stories that illustrate the meaning of water to Southern California and the role that Metropolitan plays," explained Adán Ortega Jr., senior executive assistant to the general manager for external affairs. "Our goal for each segment is to present water issues in a compelling and unconventional way."

Filmed at the Union Station studio and on locations throughout the Metropolitan service area, the shows have been a hit within and outside of Metropolitan. The district sends copies of the program to nearly 40 area cable stations, as well as all the board directors, member agency managers and retirees.

Nearly 500 retirees who received introductory copies of the show have asked to continue receiving tapes. Feedback from cable station managers has been universally positive and encouraging, said project manager Marion MacKenzie-Pyle.

The following is a sample of comments received in just one week last year:

"You put out a professional product. Keep sending it." (ATT Broadband - Hollywood, Culver City, Marina del Rey, Mid-Wilshire, Mar Vista, Los Angeles)

"There's tremendous interest in the subject of water around here. It's a hot topic." (Time Warner - San Diego)

"It's a good show and we air it several times a week." (Santa Monica City Channel)

"Since you sent us the first program, we've been airing it six days a week." (City of Costa Mesa)

"Straight from the Tap" has a core team consisting of Corporate Resource Group Manager Roy Wolfe, senior public affairs representative MacKenzie-Pyle, and senior videographers Ken McSpadden and Mark Erickson. Each segment is hosted by MacKenzie-Pyle and Wolfe and focuses on timely topics that have included water quality, global warming, the dedication of Diamond Valley Lake, and outreach to the Latino community on water issues.

MacKenzie-Pyle brings considerable experience both in front and behind the camera. Her work both in the United States and abroad in film, television, radio and theater complement her responsibility of overseeing the scripting and production of each segment.

"This has been one of the most creatively fulfilling projects of my professional career. It requires using a combination of everything I've ever learned," she said. "I am thankful to be part of this very talented team."

Ortega said that the effort to produce the program reflects the district's philosophy of cutting across sections to pull talent.

"Our management believes in the importance of being true to the creativity of the staff, and leveraging that strength in the best interest of the organization and the ratepayers," he said. "I'm very proud of the creativity and resourcefulness that goes into making each segment and awed by the technical capability of Ken and Mark to produce a consistently high-quality program."