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Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
Mustard TV, Fiona Ryder, Lokalrundfunktage 2014
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 …

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