Mid Morning Matters is a British mockumentary series written by Steve Coogan, Neil Gibbons, Rob Gibbons and Armando Iannucci, produced by Baby Cow Productions and funded by the British arm of Australian lager company Foster’s, starring Coogan as fictional radio DJ Alan Partridge. The first of twelve 15-minute episodes was uploaded to the Foster’s Funny website on 5 November 2010, and then available on YouTube. Six 30-minute episodes titled Alan Partridge Mid Morning Matters: Special Edition, edited from the web series, began airing on Sky Atlantic HD in July 2012 as part of a deal between producers Baby Cow and BSkyB. Mid Morning Matters 2 began filming a new six part series in February 2012. It will be shown exclusively on Sky Atlantic in 2013.