Steve Coogan's latest Alan Partridge outing, Mid Morning Matters, is reportedly set to get its UK TV premiere on Sky Atlantic.

The BSkyB pay-TV channel is in pole position to land the rights to the show, first aired in November last year online in an initiative funded by beer brand Foster's, according to trade magazine Broadcast.

Mid Morning Matters, which follows Partridge as he records his North Norfolk Digital radio show, was streamed on the internet in 12 episodes of between 10 and 15 minutes and is being re-edited into a six-part TV series of half hour instalments.

Sky Atlantic is talking to Coogan and Henry Normal's production company Baby Cow about a deal for a second series and a Christmas special, Broadcast reports.

A Sky spokesman declined to comment on Mid Morning Matters specifically, but confirmed that the broadcaster was in negotiations to work with Coogan.

"We are talking to Steve Coogan about a variety of projects and more details will follow in due course," he said.

It emerged in June that Baby Cow was in talks with broadcasters including the BBC about bringing Mid Morning Matters to TV.

The BBC has been the home of Coogan's Partridge character since he started out on Radio 4's On The Hour. Coogan later transferred the character to TV in news spoof The Day Today, chatshow parody Knowing Me, Knowing You … with Alan Partridge and the first series of I'm Alan Partridge in 1997.

But apart from the odd sketch for Comic Relief, Coogan's character has not appeared in a full TV series since 2002's second run of I'm Alan Partridge on BBC2. A one-off spoof documentary about Partridge's career, Anglian Lives, was broadcast on BBC2 in 2003.

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