Norwich-based Mustard TV has been broadcasting online since January last year but from this week will be available on Channel 8.
Mustard TV is the second local TV channel to go live in the UK, following the series of licences awarded by broadcast regulator Ofcom.
It will launch at 5.30pm today with the inaugural broadcast of Mustard News, followed by a short welcome programme This is Mustard TV, and will broadcast to more than 300,000 homes in the county.
Prime time programming will include The Mustard Show, a daily news magazine, local history series Archive Half Hour, and Wildlife programme Wild East which will focus on local flora and fauna.
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 will put Norfolk and Norwich at the heart of everything we do, celebrating the best of our county and concentrating on the issues that really matter to our communities.
“As well as being informative and entertaining, Mustard TV will provide a new voice for the people of Norfolk.”
Fiona, pictured, said the channel was named Mustard TV as a nod to the Colman family, which helped found Archant and is famous for producing Colman’s Mustard in Norwich.