Alan Partridge joined the station in the late 1980s as a sports reporter, and quickly became the station's "Mr. Sport". Partridge resigned in 1990 after joining BBC Radio 4, but upon descovering that he was only required on a weekly basis for On the Hour, he quickly "unresigned".
Radio Norwich broadcast several shows throughout the day, including:
- Scoutabout with Peter Flint, later Alan Partridge
- Up With the Partridge with Alan Partridge (04:30 - 07:00)
- The Breakfast Show with Dave Clifton (07:00 onwards)
- Norfolk Nights with Alan Partridge
- Nightclub with Dave Clifton (until 04:00)
- A version of "Radio Norwich" also exists in real life