The station will broadcast to around 320,000 people across Norwich and parts of Norfolk. It is promising to cover everything from news and sport to business, current affairs, local entertainment, technology and leisure.
Ownerd by Archant, which also runs the popular Eastern Daily Press, Mustard has been on-air since January over the internet.
Fiona Ryder, Managing Director of Mustard TV, said: “We want to redefine what people think of as local television. We hope to engage the community in ways that other stations covering wider patches just can’t.
“We named the channel Mustard TV as a nod to the Colman family. Jeremiah Colman was one of the founders of Archant and is of course famed for producing Colman’s Mustard in Norwich. As the owners of over 130 local newspaper and magazine titles, plus associated digital channels, Archant has a wealth of experience in local media, serving many communities right across the UK for almost 170 years.”
The first station, Estuary TV, went live from Grimsby last November.