Now the name Alan Partridge. To some the fictional radio and TV presenter's association with the East is a source of embarrassment and not to be encouraged.
To others, including Alan himself, he has helped put Norwich on the map especially after today when the world premiere of his new movie, Alpha Papa, with scenes shot in Norfolk, was launched in Norwich rather than the bright lights of London.
Click above to see ITV News Anglia's Jonathan Wills report on Alpha Papa
More top news
The family of a young woman from Norfolk found murdered on a Thai island have paid tribute to her.
Four youths have been sentenced to a minimum total of 107 years in prison for murdering a teenage rapper.
Low cloud, mist and fog will feed in from the north sea tonight leading to another murky start to the day tomorrow.