Alan Partridge is finally up where he belongs - lit up in a dazzling Christmas lights display in his hometown of Norwich.

Locals turned out to see the illuminations which include a 30 foot high sculpture featuring Partridge which sings Roachford's late 1980s hit Cuddly Toy, which got a new lease of life in recent movie Alpha Papa.

Sadly, Partridge, the fictional DJ created by actor Steve Coogan, himself could not make the event as he was the "designated driver" at a pub quiz.

However, actor Simon Greenall, who played Michael in the I'm Alan Partridge BBC television series, read a message on behalf of the character.

It said: "Dear people of Norwich, and to a lesser extent anyone here from Suffolk - welcome!

"I'm genuinely heartbroken not to be there with you, but it's quiz night at the Rose & Crown and I'm the designated driver.

"You're about to witness the biggest turning on of lights since the end of the three-day week. The electricity used to power the illuminations is enough to run a trouser press for over 25 years.

"Instead, it's powering an LED effigy of my face and body, lighting up the Christmas night just as the Archangel Gabriel did over two thousand years ago. I hope you have a wonderful festive season. A-ha."