Archant's local television channel for Norwich, Mustard TV, will next week become the second service of its kind to go live in the UK after winning an Ofcom licence.
Mustard TV will be available on Freeview channel eight in Norwich and parts of Norfolk – an estimated coverage zone of up to 320,000 people.
The first of 25 local TV channels licensed by Ofcom began broadcasting in Grimsby last November. A London channel run by the Evening Standard launches on 31 March.
Archant said Mustard would cover everything from news and sport to business, current affairs, local entertainment, technology and leisure.
It will launch on Monday 24 March at 5.30pm with the inaugural broadcast of Mustard News.
Managing director Fiona Ryder 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.
"We named the channel Mustard TV as a nod to the Colman family. 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 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."
Mustard has been on air as an IPTV channel since January 2013.
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