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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Mild overnight with a few light showers. Breezy tomorrow. Generally dry and settled with some decent sunny spells
Norwich City have signed West Brom midfielder Graham Dorrans on a permanent deal.
A mother whose baby was found dead in a village pond in Norfolk will not face criminal charges because she has already suffered enough.