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
A robber boasted on Facebook about plans to raid a supermarket minutes before being caught red-handed by police.
So it's World Book Day and children across the region are dressing up as characters from their favourite books!
Tributes have been paid to a serving Essex Police officer who was found dead in Cornwall on Tuesday.