• Mustard is part of a network of new local TV stations across the UK

• Broadcasts in the East of England to viewers in Norwich and the county of Norfolk

Parent company info

• Archant – Fifth largest regional newspaper publisher in the UK – Serves multiple geographical and specialist interest

communities across a wide range of media – Employs around 1,600 staff. – Portfolio of more than 50 news brands – dailies and

weeklies

Mustard broadcasts on Freeview Channel 8,

between BBC3 and BBC4

Monday – Friday 5.30pm – 10.00pm

Broadcast

Coverage

Reaching 162,000 homes across

Greater Norwich

Population: 320,000 adults

The new channels have a civic mission at their heart: to help build a

sense of community and encourage positive

engagement in local issues and local politics.

Mission

• Workflow optimised to reduce resource cost

• Integration with print newsroom

• Gallery can be operated with just one or two people

• Remote PTZ cameras controlled from the gallery

Local technology and infrastructure

• Team of 15 people produce c90 minutes of live TV per day, including News, sport, weather, magazine programme

Production team

Other local programmes

• Locally relevant programmes – Arts and culture, events,

sport, business, history, and current affairs

• Third party acquisitions

Key Highlights • Mustard TV reach a minimum 54,000 weekly viewers in the

Norwich/Norfolk Area. • Upon last viewing period, the average Mustard viewer tunes into the

station for 29 minutes. • Mustard reached 48,000 ABC1 viewers in the past 4 weeks. • 45-65s are our strongest audience in which we reach 37,000. • Mustard News is our leading programme with 58,000 viewers tuning in

over past 4 weeks • 20% of the total population had watched Mustard TV in last four weeks –

96,000 viewers

Base: All (579 respondents: 466,000 population)

Base: All (579 respondents: 466,000 population)

Watched last 12 months 21% 100,000 people

Watched last 4 weeks 20% 96,000 people

Watched last week 12% 54,000 people

ABC1 C2DE MALE FEMALE 16-24 25-44 45-64 65+ 25-64

Population 55% (258,000)

45% (208,000)

49% (227,000)

51% (239,000)

14% (67,000)

28% (129,000)

31% (145,000)

27% (125,000)

59% (274,000)

Viewers 50% (48,000)

50% (47,000)

55% (53,000)

45% (43,000)

8% (8,000)

18% (17,000)

39% (37,000)

35% 34,000)

56% (54,000)

Profile:

Source: Interviewing services ltd Q2 2014

Mustard TV audience

45 50

1755 50

8

37

34

Sex Class Age

Female

Male

C2DE

ABC1

65+

45-64

25-44 15-24

Source: Interviewing services ltd Q2 2014

Demographic Profile

Peak viewing

Social Media Engagement

Mustard Online

Already a local destination video site with its blend of news, sport, events and weather.

Over 250k unique visitors in the last 12 months

Catch up service

Over 20,000 people have watched Mustard on “catch up” in the last 8 weeks

http://www.mustardtv.co.uk/browse/meet-norwichs-runaway-piglet/

http://www.mustardtv.co.uk/browse/saving-jake-familys-plea-for-help-with-life-changing-operation/

News examples