Editing Alan Partridge (section)

=== 2010: ''Mid Morning Matters'' ===
Partridge returned in 2010 in a series of [[YouTube]] shorts, ''[[Mid Morning Matters with Alan Partridge]]'', as the host of a digital radio show with a new character, Sidekick Simon ([[Tim Key]]).<ref name="Aroesti-2014">{{Cite news |last=Aroesti |first=Rachel |date=2014-03-15 |title=Tim Key: from living-room poetry jams to comedy ubiquity |url=https://www.theguardian.com/stage/2014/mar/15/tim-key-sidekick-simon-single-white-slut |access-date=2016-02-18 |newspaper=[[The Guardian]] |language=en-GB |issn=0261-3077}}</ref> The series was later broadcast by [[Sky Atlantic]].<ref name="Husband-2013" /> Coogan wrote it with the brothers [[Gibbons brothers|Neil and Rob Gibbons]], who submitted scripts to his company [[Baby Cow Productions]]. The Gibbons brothers have co-written every Partridge project since. According to Neil, Coogan "invited us in, our sensibilities chimed ... I think we were like two pairs of fresh eyes, and Steve seemed to fall in love with the character all over again."<ref name="Husband-2013"/>

Coogan said they chose the web format because "it was a bit underground, a low-key environment in which to test the character out again. And the response was so good, we realised there was more fuel in the tank."<ref name="Husband-2013" /> In his 2015 autobiography, Coogan wrote that he felt ''Mid Morning Matters'' was "the purest, most mature and funniest incarnation of Partridge", which he credited to the Gibbons brothers.<ref name="Coogan-2015">{{Cite book |last=Coogan |first=Steve |author-link=Steve Coogan |title=Easily Distracted |publisher=[[Penguin Random House|Century]] |year=2015 |isbn=978-1780891712 |language=English}}</ref>