Mustard TV, the new local TV channel for Norwich in the UK, is launching on Monday on the Freeview digital-terrestrial platform.
The channel, the second local TV services to launch out of the batch of 21 services initially licensed by Ofcom, will reach about 320,000 people across Norwich and parts of Norfolk.
Mustard TV will offer a diet of news, sport, business, current affairs, local entertainment, technology and leisure-focused programming.
The channel, backed by Archant, whose founders include Jeremiah Colman of Colman’s Mustard fame, has been on air as an IPTV service since January 2013.
Programmes include Mustard News, local history series Archive Half Hour, magazine show The Mustard Show and wildlife show Wild East.
“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,” said managing director Fiona Ryder.
“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.”