Mustard TV, a joint venture between community media publisher Archant together with other Norwich based partners, has today been awarded the licence by Ofcom to run a new local TV channel based in Norwich.

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Mustard Chairman, Johnny Hustler, said: “We are delighted to have been given this opportunity to extend the valuable service we have been providing to the people of Norwich and Norfolk for the past 160 years through our printed and digital publications such as the EDP and Evening News.

“We look forward to producing a station which will highlight a wide range of local issues, stimulate well-informed debate and motivate local people to engage.

Mustard managing director, Fiona Ryder said: “Our vision is for Mustard to be seen as a community asset: a local broadcast service that reflects life and champions community concerns and gives viewers a new voice. We will partner with academic institutions, local businesses and production companies to ensure that Mustard is an authentic local service made by and for the people of Norwich.

“As part of Archant, one of the UK’s largest independently owned regional media groups, with its group head office in Norwich, Mustard is uniquely positioned to sustain a local commercial television service for the city and the surrounding area.

“It will draw on its long-established media resources, especially in the delivery of high-quality journalism across a range of media channels, commercial sales, sponsorship and back office support.”

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, and its flagship magazine programme, The Mustard Show, will add over three hours per week of 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 be joined by the Freeview service later in the year.

24 comments

  • if norwich gets a tv station it could well put steve coogan out of a job.

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    clive hill

    Saturday, September 22, 2012

  • This is fantastic. We are Regal Broadcasting Company, a video and radio production company in Norwich. We would love to work with Mustard on co promotion and productions. We have our own video and radio streams and a great team of freelancers that would love to be involved with Mustard. Lots of talent in Norwich

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    Richard Willett

    Wednesday, September 19, 2012

  • HOT News!....Jist the hoportunity for getting people like me in to a mirthwhile jub..... If it is hooped to be hup and rinning by next Autumn there will be plonty of t1me for me ta be filly trained and be a bug assset to them... I hope they will get some wun like Kieth Skippon to wark along side me as a presinter... If it's going to be a local tv, then it would be grate to have local people will and truly involved. Where do I appley? --- oH! I nearly forgot. My konnection to this web site has been rottin of late and it seems that others are having the same problem!

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    Stew Pydsodd

    Wednesday, September 19, 2012

  • My goodness me, Archant are going to need to up their game somewhat. I personally can't see the need for this and as for being on the air from 6-12.

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    Old Long Balls

    Wednesday, September 19, 2012

  • Use Firefox "V", no crashes but agree about the yo yo ing.

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    Daisy Roots

    Thursday, September 20, 2012

  • Someone raised the point about blanket coverage with the Archant line. It is interesting to see the sameness creep across the region in the local papers which Archant now owns and compare the standpoint it takes with that of the few remaining papers not owned by the company. Also curious is how local stories, which seem quite interesting, appear on BBC news pages but do not feature in the EDP. I don't mind some parish news type articles, they always had a place in the EDP ( which is after all a local not a national newspaper) with a balance of national and major local news. The standard of writing was better and more evidence of some real knowledge of the region. Mustard will be welcome if it has some of the quality of the old EDP, respect for the intelligence of its Norfolk viewers but if has too much of non Norfolk people doing their condescending getting down with the locals act it will be a turn off.The new web design is no good, amateur.

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    Daisy Roots

    Thursday, September 20, 2012

  • Having read the put-downs from the Mr Negatives, I for one will be happy to give it a try. I've had enough of enforced viewing of so-called local news from places like Luton, Milton Keynes, Kettering and Corby (Northern Home Counties and East Midlands for those who seem to have a problem with their geography) that is continually shown by the so-called local BBC & ITV channels. Bring it on!

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    Honest John

    Wednesday, September 19, 2012

  • “Our vision is for Mustard to be seen as a community asset: a local broadcast service that reflects life and champions community concerns and gives viewers a new voice. We will partner with academic institutions, local businesses and production companies to ensure that Mustard is an authentic local service made by and for the people of Norwich." >>> As long as it corresponds to Archants viewpoint and does not go against these so called institutions. Also Will it keep freezing like the EDP's internat pages ?.

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    "V"

    Wednesday, September 19, 2012

  • Mikado Kember. Mine started to freeze and like you, browser crash, when they oput that stupidly large grey banner along the top about the cookies. Other websites use a small Notebox. It is too large and you open a page and the page goes up and down like a yoyo. You have to wait until it stops goi9ng up & down before going anywhere on the site. .

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    "V"

    Wednesday, September 19, 2012

  • fair point Rorping, but I feel there's always more Cambs and Essex news on Look East and Anglia and not much Norfolk news. Or am I wrong?

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    Alan Edrich

    Wednesday, September 19, 2012

  • "V", I'm glad you mentioned the EDP (and Evening News) web pages freezing all the time. In fact they crash my browser on a regular basis. This seems to have started happening since the introduction of the heavyweight adverts at the top of each page. I appreciate the content is free and has to be paid for somehow, but surely its a bit counter productive if it drives users away as its on the point of doing with me.

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    Mikado Kember

    Wednesday, September 19, 2012

  • Alan Edrich , re Milton Keynes, Camb and Essex, I think the clue is in LOOK EAST and ANGLIA

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    Rorping

    Wednesday, September 19, 2012

  • Alan Edrich, are you suggesting that the BBC or ITV have ever been rocking the boat with regards to news items carried by Archant? They all report the same stories, over and over again, you will see three versions of the same story in a years time instead of two, not a big improvement, wouldn't you agree? If Mustard rejects a political cabaret programme, or audience participation scrutiny programme, do you think Anglia or the BBC would then touch it? If it deals with contentious local or national issues, like 'tea with A. Werritty' or is questions leading members of local authorities, then it will not get screened.

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    ingo wagenknecht

    Wednesday, September 19, 2012

  • Lets wait and see Jono, it provides a monopoly of news, both written and televised, of the same anodyne nature. The proof of the pudding will be whether it will respond and take up what their viewers want to see. Bressingham in bloom and other benign events might get larger coverage, but will they allow political scrutiny over local services, put those who fail in the spotlight and foster positive change? We will see whether this time limited franchise will cut the mustard.

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    ingo wagenknecht

    Wednesday, September 19, 2012

  • Ingo - how can it provide a monopoly of news? it is an extra TV station in competitionaddition to Look East and ITV Anglia. It will help everyone raise their game. Look East and Anglia might start focusing on Norfolk stories rather than Milton Keynes, Cambs and Essex

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    Alan Edrich

    Wednesday, September 19, 2012

  • Nexus_6, good point, is there enough news to keep going with out resorting to topics just to fatten up a programme. V. try google chrome, never have a problem but do have on microsoft.

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    Rorping

    Wednesday, September 19, 2012

  • If Mustard TV is anything like Archants newspapers, it will be 17 hours of adverts and 1 hour of repetitive news.

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    John L Norton

    Wednesday, September 19, 2012

  • I can just picture it now, Norfolk's own version of Coronation Street featuring the Puppet Man.

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    John L Norton

    Wednesday, September 19, 2012

  • Johnny Hustler??? I'm sure I saw a few of his sleazy films on one of those late night channels...I really don't know though if there is enough interesting or newsworthy happenings in the city on that big of a basis.Not judging by some of the lame and random stories you see on this website anyway.Still,it would be good to see a new game show called Dodge The Chugger.And of course we really want to see some shaky phone camera footage of all the Ufo's we have around here.And they could have live coverage of yet another Tesco's opening.Gripping stuff indeed.

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    Nexus_6

    Wednesday, September 19, 2012

  • Good news for Norwich and the county (how far out will the broadcast cover) one of the first citys in the country to try it, if it works in Norwich , it will work anywhere. One last thing, it's got to be better than some of the freeveiw dross that's broadcast every day.

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    Rorping

    Wednesday, September 19, 2012

  • I just hope its more than just another leftie pressure group. I hope it reflects the reality of hard work and real life rather than a Utopian dream.

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    Johnny Norfolk

    Wednesday, September 19, 2012

  • Is Channel 8, the same one used for Channel 4 in Wales & BBC Alba in Scotland?? Also how can it be locally focused when the report above says.."The Mustard Show, will add over three hours per week of Norwich-related programming to the Freeview schedule." Thats not a lot of locally focused programming during 7 X 18 hour days & if advertising is included in that 3 hours, then it's even more minimal.

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    el84

    Wednesday, September 19, 2012

  • Look east can barely find enough real news stories to fill a half hour slot without resorting to parish magazine type segments (not unlike the EDP and Evening news nowadays). Sorry I know the people involved will obviously be excited and talk it up but you only have to look at Channel M the Manchester based local TV channel and how that went to see that these things look great on paper but in reality no one ends up watching it, programmes get repeated to death and the production values are lower than what people are used to.

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    Josh Helling

    Wednesday, September 19, 2012

  • This is exciting news. I hope that there will be scope for all local television stations to appear on other platforms like Freesat, Sky, and cable to maximise viewing potential.

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    Jono

    Wednesday, September 19, 2012

The views expressed in the above comments do not necessarily reflect the views of this site

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