Mustard TV bosses have released the first set of viewing figures showing a healthy appetite for the new service amongst Freeview viewers in the greater Norwich area.
Mustard TV began broadcasting in March, the second local TV station to go live, on Freeview channel 8, although it is not currently available on Sky or Virgin. Owned by community media group Archant, which publishes daily and weekly papers and magazines across Norfolk among many other areas, the station was awarded the licence by Ofcom to run a new local TV channel based in Norwich.
Research reveals that 20 per cent of all adults surveyed in the broadcast area (equivalent to 96,000 people) had tuned in and watched in the four weeks preceding the fieldwork interviews between April 30th and May 11th.
Of these, 58,000 watched Mustard News, 30,000 watched Archive Half Hour, and 21,000 watched the Mustard Show, the station’s weekday magazine show. 12 per cent of all adults surveyed in the broadcast area (equivalent to 54,000 people) said they had watched it in the last week.
Viewers had last tuned in for an average of 29 minutes, while 16 to 24 year olds had spent 33 minutes when they last watched. However, with the research only looking at the viewing habits of one person per household, the station believes that the total number of viewers could be even higher.
Fiona Ryder, Mustard TV managing director, said: “We are delighted to see that so many people have retuned their TVs and are watching Mustard TV. It is a really encouraging set of initial figures which puts us well and truly in the heart of the local media map. ”