• Mustard is part of
a network of new
local TV stations
across the UK
• Broadcasts in the
East of England to
viewers in
No...
Parent company info
• Archant
– Fifth largest regional newspaper publisher in the UK
– Serves multiple geographical and sp...
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...
• Workflow optimised to
reduce resource cost
• Integration with print
newsroom
• Gallery can be operated
with just one or ...
• Team of 15 people produce c90 minutes of
live TV per day, including News, sport,
weather, magazine programme
Production ...
Other local programmes
• Locally relevant
programmes
– Arts and culture, events,
sport, business, history,
and current aff...
Key Highlights
• Mustard TV reach a minimum 54,000 weekly viewers in the
Norwich/Norfolk Area.
• Upon last viewing period,...
Base: All (579 respondents: 466,000 population)
Watched last 12 months 21% 100,000 people
Watched last 4 weeks 20% 96,000 ...
45 50
17
55 50
8
37
34
Sex Class Age
Female
Male
C2DE
ABC1
65+
45-64
25-44
15-24
Source: Interviewing services ltd Q2 2014...
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 ...
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-
pl...
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
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Mustard TV, Fiona Ryder, Lokalrundfunktage 2014

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Fiona has extensive experience in senior leadership roles in the media, film, TV and technology sectors. An innovative former commercials producer, she has spent the last 20 years, developing media propositions in the broadcast, digital and out of home markets. Over the past two years Fiona has taken Mustard from a concept to a new local TV station, broadcasting daily to an audience of up to 320,000 people in the Greater Norwich area, UK. Mustard was the first “from scratch” channel to launch in the UK having been awarded a licence by UK regulator OFCOM in September 2012. Fiona studied Film and Photographic Arts at the University of Westminster (BA Hons) and is a Director of a number of companies in the UK.

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Mustard TV, Fiona Ryder, Lokalrundfunktage 2014

  1. 1. • 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
  2. 2. 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
  3. 3. Mustard broadcasts on Freeview Channel 8, between BBC3 and BBC4 Monday – Friday 5.30pm – 10.00pm Broadcast
  4. 4. Coverage Reaching 162,000 homes across Greater Norwich Population: 320,000 adults
  5. 5. 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
  6. 6. • 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
  7. 7. • Team of 15 people produce c90 minutes of live TV per day, including News, sport, weather, magazine programme Production team
  8. 8. Other local programmes • Locally relevant programmes – Arts and culture, events, sport, business, history, and current affairs • Third party acquisitions
  9. 9. 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)
  10. 10. 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
  11. 11. 45 50 17 55 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
  12. 12. Peak viewing
  13. 13. Social Media Engagement
  14. 14. 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
  15. 15. Catch up service Over 20,000 people have watched Mustard on “catch up” in the last 8 weeks
  16. 16. 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

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