Scenes from Planet Norfolk, an upcoming reality series chronicling the lives of people in the county.

The producer of a new reality TV series based on Norfolk life has promised to overturn “carrot-cruncher” stereotypes and prove the county is “sassy, bright and smart”.

Planet Norfolk is being pitched at a TV festival in Cannes this week, with major UK terrestrial channels rumoured to be showing an interest.

Director Nik Coleman says the series will steer clear of simplistic regional cliches peddled by other reality shows, and showcase the best of the Norfolk’s people and businesses.

“We are kicking back against the stupid ‘Norfolk boys’ image and to prove that we are sassy, bright and smart,” said Mr Coleman, 51.

“But we’ll also show that we can laugh at ourselves too: we’re daft, but we’re not stupid.”

The project has been crowd-funded by companies “with an interest in Norfolk being regarded a bit higher”, he added, and focuses on some of Norfolk’s business success stories and characters who “do different”.

They include a “world-class” sushi-maker in Plumstead, an aspiring model and up-and-coming DJ.

“We’ve found out about brilliant people and companies that no one has heard about.

“It’s not scripted, but we’ve not needed to script it. Some of the things that have happened so far you couldn’t make up.”

Mr Coleman’s production company, based in his home village of Forncett St Mary, near Long Stratton, will film until next February for the 10-part series, and already have a deal in place with a Sky channel.

A series of 10 five-minute ‘webisodes’ will be released before the series is aired, and there are plans for public screenings in Norfolk.