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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Lord Leicester - the man responsible for transforming the Holkham Estate in North Norfolk has died
Cloud and rain clearing slowly. Sunshine by Sunday afternoon.
Thousands of rugby fans have been descending on Stadium MK this afternoon for a game between Northampton Saints and Saracens.