Norwich will be right at the heart of a new era in broadcasting from Monday March 24 when Mustard TV goes live on Freeview Channel 8, helping to redefine local TV and offering advertisers a new cost-effective way on to the medium.
Broadcasting to up to 320,000 people across Norwich and parts of Norfolk, the TV station will be covering everything from news and sport to business, current affairs, local entertainment, technology and leisure.
Part of community media group Archant, Mustard TV is the second local channel, and the first totally new one, to go live in the UK, following the series of licences awarded by broadcast regulator Ofcom.
Mustard TV, which has been on air as an IPTV channel since January 2013, will launch at 5:30pm with the inaugural broadcast of Mustard News, followed by the short welcome programme This is Mustard TV. Prime time programming includes Archive Half Hour, a local history series featuring wonderful archive footage from the East Anglian Film Archive and narrated by The Bill’s Graham Cole*, and The Mustard Show, Norfolk's freshest daily magazine programme presented by Darren Eadie and Beth Davison. Wildlife programme Wild East will focus on local flora and fauna, and promises to be another highlight of Mustard’s original programming.
Fiona Ryder, Managing Director of Mustard TV, said: “We want to redefine what people think of as local television. 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.
“As the owners of over 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.
"We named the channel Mustard TV as a nod to Colman’s Mustard in Norwich.”
Across the country, the new Local TV channels will offer a new source of local information and accountability to communities. They will also offer new employment opportunities for experienced broadcasters, young entrepreneurs and those looking to start work in the TV industry. For many businesses, they will also provide access to an attractively-priced local TV advertising network.
Mustard TV is one of 25 individual channel licences that have been awarded to date by Ofcom, which in aggregate cover a potential audience of 12 million homes. Local TV services can be found on Freeview Channel 8 in England, 26 in Scotland and Wales. Some channels will also be carried on Sky 117 and Virgin 159.
Comux operates the digital transmission infrastructure for the UK’s growing local TV network, under a license awarded by Ofcom in 2013. Its unique business model delivers a reliable, cost-effective and sustainable solution to support local television. Designed to be owned jointly by all the local TV channel license holders, Comux operates on a community-based model with profits reinvested in local TV. The company opened its Network Operations Centre in Birmingham in November 2013 with the launch of Estuary TV, the first of the new Local TV channels.
Pictured above is Mustard TV MD Fiona Ryder
© Archant Ltd 2013