Alan Partridge is back with Fosters sponsored web show, Mid Morning Matters


Is sponsored content like this the future of broadcasting on the web? Like soap powders once sponsored soaps, beer brand Fosters has put presumably a very large wodge of cash behind bringing Alan Partridge to our screens, well our computer screens anyway.

Cynics might say it’s simply Steve Coogan cashing in on his most popular creation now he’s no longer on TV. I’m not so sure. Yes there’s the Fosters logo hanging (ironically?) on the wall. But the content is unmistakably Partridge. Perhaps not the funniest thing of his I’ve ever seen, as a lot of the best Alan Partridge moments were filmed at the fictional Linton Travel Tavern, but mostly quite watchable. As Partridge himself might say, Back On The Net.

It’s all part of a big campaign for Fosters’ new website, which is obviously aiming to link the beer brand with classic comedy. But if Alan Partridge doesn’t float your boat there’s also classic content from Channel 4 including Peep Show as well as a new, and not very funny, show called Two Men At A Bar (two blokes at a bar talking rubbish, it seems). You can also get involved with the new comedy ‘channel’ via Twitter and Facebook of course.

Remind yourself of how funny Alan Partridge was in this classic interview on Radio Norwich with Peter Baxendale-Thomas of the Norfolk Farmers Union. Terrible canned laughter though.

And here’s a great clip of Alan Partridge being flattened by a dead cow:

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