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Sheffield Live! is a dynamic, positive and outward looking urban community broadcaster celebrating the diversity of the Sheffield city region. With a strong commitment to local people, local news, music and culture, Sheffield Live! has created an inclusive mediascape of modern day Sheffield. Sheffield Live! has broadcast coverage (radio and TV) of around 500,000 people in urban Sheffield and Rotherham. Full time FM radio since 2007 and on Freeview and Virgin cable since 2014, we have built a loyal and diverse local audience. Around 40,000 adults tune in to Sheffield Live! every week.