Sale of the Century was a British game show based on a US game show of the same name. It was first shown on ITV from 9 October 1971 to 6 November 1983, hosted by Nicholas Parsons. Special edition Celebrity Sale of the Century aired occasionally, starting on 2 January 1981 with Steve Jones as a host. The first series was supposed to air only in the Anglia region, but it rolled out to other regions since 8 January 1972 and achieved full national coverage by the end of 10 May 1975, at which point it was one of the most popular shows on the network - spawning the often-mocked catchphrase "and now, from Norwich, it's the quiz of the week." Since Norwich was considered something of a backwater compared to London, it was often used ironically.