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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Very warm, and humid, perhaps locally hot inland, with the best of the sunshine in the east.
Mostly dry overnight. Some warm sunshine Sunday, however thunderstorms possible.
Police in Northampton have launched a murder inquiry after a teenager died of injuries