Mustard TV is the latest stage of the continuing evolution in the way we consume our local news, from newspapers to the fast-moving online world and, now, local television.

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What you will see on new TV station

Mustard’s news bulletins will devote roughly five times as much airtime to Norwich-focused news each weekday than the existing coverage provided by BBC East and ITV Anglia. Its flagship magazine programme, The Mustard Show, will add over three hours per week of Greater Norwich-related programming to the Freeview schedule. Other content will include original local programming in a number of genres, such as factual, entertainment and documentary, alongside events, arts and sports coverage.

Mustard is expected to start broadcasting in autumn 2013 on channel 8, and will be on air from 6am to midnight, seven days a week, providing access to the latest news, weather and traffic information.

Mustard Digital, the online web TV platform will launch in January 2013, and will be joined by the Freeview service later in the year.

Fiona Ryder, Mustard TV managing director, pictured, said: “There will be different strands. We will do a nightly magazine programme catering for different people on different nights.

“We don’t want to exclude people and we want people to engage with the programmes. We will have a framework where we can bring political debate into that programming with votes which we can use to provide feedback to decision-makers. There will also be social media interaction through mobiles, tablets and, of course, the telephone.

“We have started with the premise that we are going to do something different.”

And she also explained the new name was aimed to be modern and accessible, while also hinting at the founding fathers of Archant.

“Jeremiah Colman of mustard fame was one of the founders of Archant and we wanted a name that would work across platforms from online to mobiles and tablets,” she said.

It was in 1845 that Jacob Henry Tillett, Jeremiah Colman, John Copeman and Thomas Jarrold started the Norwich-based Norfolk News.

The Eastern Weekly Press was launched in 1867 and in 1870 was renamed the Eastern Daily Press. A sister title, the Eastern Evening News, was launched in 1882. As the business grew, it moved premises in 1902, 1959 and again in the late 1960s to its present headquarters location at Prospect House in the centre of Norwich.

At the end of the 1960s, Eastern Counties Newspapers began its corporate expansion with the coming together of ECN with the East Anglian Daily Times Company to form Eastern Counties Newspapers Group (ECNG).

But, more recently, Archant, as it has been since March 2002, moved into the online world with award-winning local websites, while in January it launched the unique iwitness24 community news platform that aims to transform the way it gathers news, by allowing readers to contribute pictures and videos in a quick and easy way.

In June, Archant announced a partnership with social media site streetlife.com, which aims to bring together local communities and help them make the most of where they live by connecting and sharing with others.

And next year, viewers in and around Norwich will be able to access their local news from their television screens when Mustard TV starts broadcasting.

A proud past – and an exciting, dynamic future.

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