Partridge returned in 2010 in a series of YouTube shorts, "Mid Morning Matters with Alan Partridge", as the host of a digital radio show with co-presenter Sidekick Simon (Tim Key). The series was later broadcast by Sky Atlantic. Coogan wrote it with brothers Neil and Rob Gibbons, who submitted scripts to his company Baby Cow Productions. The Gibbons brothers have co-written every Partridge project since. According to Neil, Coogan "invited us in, our sensibilities chimed ... I think we were like two pairs of fresh eyes, and Steve seemed to fall in love with the character all over again." Coogan said they chose the web format because "it was a bit underground, a low-key environment in which to test the character out again. And the response was so good, we realised there was more fuel in the tank."