Fiona has extensive experience in senior leadership roles in the media, film, TV and technology sectors. An innovative former commercials producer, she has spent the last 20 years, developing media propositions in the broadcast, digital and out of home markets. Over the past two years Fiona has taken Mustard from a concept to a new local TV station, broadcasting daily to an audience of up to 320,000 people in the Greater Norwich area, UK. Mustard was the first “from scratch” channel to launch in the UK having been awarded a licence by UK regulator OFCOM in September 2012. Fiona studied Film and Photographic Arts at the University of Westminster (BA Hons) and is a Director of a number of companies in the UK.

2. • Mustard is part of
a network of new
local TV stations
across the UK
• Broadcasts in the
East of England to
viewers in
Norwich and the
county of Norfolk

3. Parent company info
• Archant
– Fifth largest regional newspaper publisher in the UK
– Serves multiple geographical and specialist interest
communities across a wide range of media
– Employs around 1,600 staff.
– Portfolio of more than 50 news brands – dailies and
weeklies

4. Mustard broadcasts on
Freeview Channel 8,
between BBC3 and BBC4
Monday – Friday
5.30pm – 10.00pm
Broadcast

5. Coverage
Reaching 162,000
homes across
Greater Norwich
Population:
320,000 adults

6. The new channels have a
civic mission at their
heart: to help build a
sense of community and
encourage positive
engagement in local
issues and local politics.
Mission

7. • Workflow optimised to
reduce resource cost
• Integration with print
newsroom
• Gallery can be operated
with just one or two people
• Remote PTZ cameras
controlled from the gallery
Local technology and infrastructure

8. • Team of 15 people produce c90 minutes of
live TV per day, including News, sport,
weather, magazine programme
Production team

9. Other local programmes
• Locally relevant
programmes
– Arts and culture, events,
sport, business, history,
and current affairs
• Third party acquisitions

10. Key Highlights
• Mustard TV reach a minimum 54,000 weekly viewers in the
Norwich/Norfolk Area.
• Upon last viewing period, the average Mustard viewer tunes into the
station for 29 minutes.
• Mustard reached 48,000 ABC1 viewers in the past 4 weeks.
• 45-65s are our strongest audience in which we reach 37,000.
• Mustard News is our leading programme with 58,000 viewers tuning in
over past 4 weeks
• 20% of the total population had watched Mustard TV in last four weeks –
96,000 viewers
Base: All (579 respondents: 466,000 population)

11. Base: All (579 respondents: 466,000 population)
Watched last 12 months 21% 100,000 people
Watched last 4 weeks 20% 96,000 people
Watched last week 12% 54,000 people
ABC1 C2DE MALE FEMALE 16-24 25-44 45-64 65+ 25-64
Population
55%
(258,000)
45%
(208,000)
49%
(227,000)
51%
(239,000)
14%
(67,000)
28%
(129,000)
31%
(145,000)
27%
(125,000)
59%
(274,000)
Viewers
50%
(48,000)
50%
(47,000)
55%
(53,000)
45%
(43,000)
8%
(8,000)
18%
(17,000)
39%
(37,000)
35%
34,000)
56%
(54,000)
Profile:
Source: Interviewing services ltd Q2 2014
Mustard TV audience

12. 45 50
17
55 50
8
37
34
Sex Class Age
Female
Male
C2DE
ABC1
65+
45-64
25-44
15-24
Source: Interviewing services ltd Q2 2014
Demographic Profile

13. Peak viewing

14. Social Media Engagement

15. Mustard Online
Already a local destination
video site with its blend of
news, sport, events and
weather.
Over 250k unique visitors in
the last 12 months

16. Catch up service
Over 20,000
people have
watched Mustard
on “catch up” in
the last 8 weeks

17. http://www.mustardtv.co.uk/browse/meet-
norwichs-runaway-piglet/
http://www.mustardtv.co.uk/browse/saving-jake-familys-
plea-for-help-with-life-changing-operation/
News examples