 Special "Celebrity Sale of the Century" editions aired occasionally, starting on 2 January 1981 with Steve Jones as host.The first series was aired only in the Anglia region, but it rolled out to other regions by 8 January 1972 and achieved full national coverage by 10 May 1975, at which point it was one of the most popular shows on the network – spawning the often-mocked introductory phrase "And now, from Norwich, it's the quiz of the week".Since Norwich was considered a backwater compared to London, it was often used ironically.