Mustard TV: Norwich local TV service launches on Freeview
The station based in Norwich's Prospect House started broadcasts with an internet only service
Mustard TV, a new local television service for Norwich, will offer an "unrivalled" broadcast news service, the operator has said.
The city centre-based channel begins its five-hours-a-day service on Freeview channel 8 from 17:30 GMT.
Led by publisher Archant, it is one of 19 initial local TV stations awarded licences by the government.
The channel said it aims to "redefine what people think of as local television".
Fiona Ryder, Mustard's managing director, said: "I think there's a massive appetite for local TV... people think there's a gap in the market we can serve well."
Mustard TV, named as a nod to Norwich's Colman family, is staffed by 15 people.
Based at Archant's Prospect House, the Freeview transmissions, from 17:30 to 22:30 on weekdays, follow a "soft launch" on the internet in January 2013.
"This is completely different to what I am used to but I am a good conversationalist," said Darren Eadie
Broadcasting up to 162,000 homes across Norwich and parts of Norfolk, the station promises news and sport, business, current affairs, local entertainment, technology and leisure.
The channel will also offer The Mustard Show, a daily magazine programme co-hosted by former Norwich City player Darren Eadie.
Ms Ryder added: "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... Mustard TV will provide a new voice for the people of Norfolk."
Mustard TV will broadcast on Freeview from the Tacolneston transmitter
As part of the current licence fee settlement the BBC is contributing up to £40m towards creating independent local television services. This consists of up to £25m towards the costs of building the local TV infrastructure and up to £5m per year over three years to acquire local content.
Chris Carnegy, the BBC's editor for Local TV, said: "We believe these partnerships will help stations gear-up to provide a fresh service of local TV news in towns and cities across the UK.
"A range of voices in local news is good for viewers and it's good for civic pride as well. We wish Mustard every success".
The channel promises a mix of "unrivalled" broadcast news and features
BBC Local Live: Norfolk