In 1997, Coogan starred in a sitcom, "I'm Alan Partridge", written by Coogan, Iannucci and Peter Baynham. The series follows Partridge after he has been left by his wife and dropped from the BBC; he lives in a roadside hotel, presents a graveyard slot on local Norwich radio, and desperately pitches ideas for new television shows. Iannucci said the writers used the sitcom as "a kind of social X-ray of male middle-aged Middle England". It won the 1998 BAFTA awards for Comedy Performance and Comedy Programme or Series.