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
Norfolk Police were warned a group of travellers who had been causing disturbances in Suffolk could be on their way to the county.
A Hertfordshire non-league football team has gone viral after revealing their ‘twitter correspondent’ was subbed on in their FA Cup clash.
A pet owner from Suffolk says her family has been devastated after one of her dogs was run over and killed by a motorbike.