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
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Here's something that will warm your heart on a cold winters day. We've the latest messages in ITV News Anglia's Christmas Shout Out series.
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Three civic chains, worth in excess of £150,000, have been stolen in a burglary at Southwold Town Hall.