Mid Morning Matters is a British digital radio show parody 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.
In Mid Morning Matters Alan Partridge (Steve Coogan) is back working as a disc jockey, after the failure of his television career.
Alan is noticeably annoyed when he discovers that Simon has started guesting as a sidekick on another radio show (Bedtime with Branning).
[4] On 8 October 2010, it was announced that the new show, entitled Alan Partridge's Mid Morning Matters, would premiere on 5 November 2010 on Foster's comedy site, fostersfunny.co.uk.
Following the series, Alan appeared again as part of the Red Nose Day 2011 set for a one-off show akin to the Mid Morning Matters arrangement, and here Side-kick Simon reappears in his former capacity.