Mustard TV will be beamed into tens of thousands of homes from tonight, heralding a new era in local broadcasting.
Your new channel – bursting with local news, sport and entertainment – launches at 5.30pm on Freeview Channel 8.
Across a packed first evening of programming, viewers can enjoy The Mustard Show presented by Darren Eadie and Beth Davison, the latest Norwich City FC analysis, Archive Half Hour narrated by The Bill's Graham Cole and much more.
The station, which will broadcast to around 320,000 people, is owned by the community media group Archant, which also owns the EDP and Norwich Evening News.
And Fiona Ryder, Mustard's managing director (pictured below) said the interests of local people will be at the heart of the channel's output.
'We want to redefine what people think of as local television,' she said. 'We hope to engage the community in ways that other stations covering wider patches just can't.
'We will put Norfolk and Norwich at the heart of everything we do, celebrating the best of our county and concentrating on the issues that really matter to our communities.
'As well as being informative and entertaining, Mustard TV will provide a new voice for the people of Norfolk.'
Mustard TV had been running on the internet since January 2013, and its inaugural broadcast will be Mustard News at 5.30pm, followed by the short welcome programme This is Mustard TV.
Prime time programming includes Archive Half Hour, a local history series featuring archive footage from the East Anglian Film Archive, and The Mustard Show, Norfolk's freshest daily magazine programme.
Viewers can expect everything from news and sport to business, current affairs, local entertainment, technology and leisure.
'We named the channel Mustard TV as a nod to the Colman family,' added Ms Ryder.
'Jeremiah Colman was one of the founders of Archant and is of course famed for producing Colman's Mustard in Norwich.
'As the owners of more than 130 local newspaper and magazine titles, plus associated digital channels,
'Archant has a wealth of experience in local media, serving many communities right across the UK for almost 170 years.'
Mustard TV is the second local channel, and the first to go live in the UK, following the series of licences awarded by Ofcom.
Tell us what you think. Write (giving your full contact details) to: The Letters Editor, EDP, Prospect House, Rouen Road, Norwich NR1 1RE or email EDPLetters@archant.co.uk Comment – page 30
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