Alan Partridge makes digital debut with Foster's

Foster’s 12-part online series starring Steve Coogan’s cult comedy creation Alan Partridge has gone live.

Partridge: back on the net
Partridge: back on the net

Foster’s is funding the series and airing it exclusively on the website,, as part of a drive to align itself with comedy.


The 11-minute episodes will be posted up on the website over the next few months from today. They will follow Partridge’s exploits on his Mid Morning Matters show, a radio station covering the North Norfolk area.

The only sign that the show is sponsored is a Foster’s roundel in the corner of the screen. Baby Cow, the production company co-owned by Coogan and Armando Ianucci, was given full creative freedom by the brewer.

The partnership between Foster’s and Baby Cow was set up by media agency Naked.

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