Second season negotiations haven't always gone well for Alan Partridge. Case in point:
Thankfully Sky Atlantic have more sense than Tony Hayers and have greenlit a second series of six episodes of Mid-Morning Matters.
The first series started out as online only, 15 minute shows and came courtesy of Foster's lager, before finding it's way onto Sky Atlantic, re-edited into 30 minute bits of brilliance.
It was kicked off on Atlantic by a Partridge one-off called Welcome to the Places of my Life, in which the North Norfolk Digital man took viewers on a tour of his favourite East Anglian locations. It was Sky Atlantic's highest-rating original commission to date.
Naomi Gibney, the acting director of Sky Atlantic, said: "Alan Partridge has been a huge hit for Sky Atlantic, opening our Monday night comedy strand, and I'm delighted we can bring his talents exclusively to Sky customers."
Filming for Mid Morning Matters 2 has begun already and it will air in 2013. Coogan is also working on a movie, due out in the summer of next year. The plot charts what happens when North Norfolk Digital is taken over by a bigger media conglomerate, which changes its name to Shape.