Mustard TV: Freeview launch for Norwich local television
24 March 2014 Last updated at 06:51 GMT
Mustard TV, a new local television service for Norwich begins broadcasting on Freeview channel 8 from 17:30 GMT.
The city centre-based service, led by publisher Archant, will provide an "unrivalled" broadcast news service, its operator has said.
The station, partly funded by the licence fee, is expected to reach 162,000 homes and is the first new local channel to launch from scratch in England.
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."