HIP TO BE SQUARE (THIS TIME, SERIES TWO)
No broadcaster worth their salt - particularly in live radio or TV - wants to be accused of sounding like Alan Partridge on their shows.
However, tune into local or national radio and TV and there are plenty of examples of naff magazine show items and gauche comments from the hosts.
This week alone, Richard Madeley's appearance on ITV's breakfast show 'Good Morning Britain' alongside Charlotte Hawkins drew immediate comparisons to Steve Coogan's buffoonish comic creation and his current BBC1 sitcom 'This Time'.
Madeley, Nick Owen, Alan Titschmarsh, James Whale, Tony Blackburn, Michael Aspel, Noel Edmonds and Irish broadcaster Pat Kenny have all been compared to him over the course of their careers.
Some have been the target of speculation that Partridge is actually based on them.
However in reality, Coogan has probably borrowed elements from most of them over the years - especially for his recent comedy vehicle, the faux BBC1 magazine show 'This Time'.
The second series finds Partridge as insecure as ever as the host of the magazine show.
Presenting in front of a socially distanced studio audience, Norwich's favourite fictional comedy son is worried when co-host, Susannah Fielding's Jennie Gresham gets engaged on air in the opening episode to Simon Farnaby's TV historian Sam Chatwin.
Fearing they may be promoted as British television's golden couple and he will be replaced on the sofa by Sam, Alan becomes increasingly desperate over the series to prove himself to the producers.
In true Partridge fashion, he appears to do that when an opportunity presents itself to secure Princess Anne as a studio guest.
But surely he will grasp defeat from the jaws of victory?
In between live items on the show, Alan's loyal assistant, Felicity Montagu's Lynn Bedfield informs him of the latest on-set gossip and also fiercely defends his interests.
There are also signs of growing tension between Alan and his protégé, Tim Key's Simon Denton who he regularly humiliates on-air during a section where he reads social media responses to the show from a "digi-wall".
A sequence where Simon is allowed to do his own package and sit on the sofa only fuels Alan's paranoia.
As in the first series, Lolly Adefope's roving reporter Ruth Duggan continues to show her disdain for Partridge in live interviews and a new character, Natasia Demetriou's flirty make-up artist Tiff is also introduced, adding an extra element of danger.
As with the previous series, 'This Time' is at its best skewering the naffness of magazine shows like 'This Morning,' 'Good Morning Britain,' 'BBC Breakfast' or 'The One Show' and their older male, younger female presenter dynamic.
Like those shows, 'This Time' likes to mix misjudged thought provoking packages with lifestyle items and C list celebrity interviews.
As Alan puts it in the opening episode, it is a show that aims to cover "the whole spectrum of life from aqua-aerobics to abortion, from zebras to Zionism."
One episode features Partridge living out an Andy McNabb SAS training fantasy and then berating Rosie Cavaliero's Rosie Whittier for putting raw egg white In a cocktail.
Another sees him experience what life is like behind bars by spending time in a young offenders' detention centre and also interviewing a former guest from his 'Knowing Me, Knowing You' days, John Thomson's ventriloquist Joe Beasley whose life fell apart when he dried up on air performing with his puppet Cheeky Monkey on the faux chat show.
There's a chance for Alan to explore the phenomenon of "Chemsex" drug fuelled sex parties with a spoof of Channel 4 News' Jon Snow's infamous drug experiment.
He also gets to experience living with a robot dog and flying in a Spitfire over the White Cliffs of Dover.
There's a live studio interview with Matt Smith's sneering woke columnist Dan Milner who has criticised the show in his newspaper, only for Lynn to uncover some juicy gossip for Alan to use against him on-air.
Coogan and his co-writers Neil and Rob Gibbons, who direct each episode, continue to excel at exposing the vanity and insecurity of broadcasters who graduate from local TV and radio to the national big time.
Partridge continues in the second series to pontificate - taking sly digs at left-wing commentators in journalism and the music industry in his studio links and reports.
He also bigs up his friendship with Boris Johnson's Transport Secretary Grant Shapps.
There is more than a hint of Nigel Farage about Alan too, in his "wrap me in the flag" English nationalism.
An item where Alan and Jennie promote a posh pop band who are proud of their upper class roots, not only sees him gush over one of the members for being like a young David Cameron but also take a jab at Bruce Springsteen for spending "40 years singing about men in blue overalls".
As ever, there are other pithy one liners.
An item featuring Alan in a monastery among monks who have taken a vow of silence features the line: "You see, silence can be a kindness.. but anyone who's driven home with their wife after a row at a party will know that silence can be used as a weapon."
A jaw dropping sequence in the final episode where Alan and Jennie interview his favourite Royal historian ends with the punchline "You've got your arse out, mate."
The series also ends on Alan leading a bastardised version of Peter Finch rant from 'Network': "I'm hopping mad and I want something in the middle."
But despite all these strengths, there are signs of wear and tear in the 'This Time' format.
As acutely observed as the packages filmed by Partridge are, they do at times feel a little flabby and you are relying on Coogan to carry you through.
Viewers have also noticed the cast appearing at times to read from cue cards like 'SNL' while delivering their gags which can be distracting.
Nevertheless Coogan, as ever, is spot on in capturing the brittle vanity and pomposity of Partridge.
Fielding brilliantly channels the spirit of the Piers Morgan era Susanna Reid as Jennie tries to remain calm and professional in the face of Partridge's idiocy.
Montagu almost steals the show as Lynn's devotion to the Partridge cause becomes more intense and dark.
Key captures Simon Denton's frustration at being kept as a much maligned second fiddle to his mentor and you wait for the tension to erupt.
Demetriou is an excellent addition to the cast, while Adefope does a good job as the uncompromising Ruth Duggan even if her character has not developed from the first series.
Farnaby's Sam Chatwin is also a spot-on parody of those celebrity historians that dominate the schedules of BBC2 and BBC4.
It is also a joy to see John Thomson revive his dodgy ventriloquist character Joe Beasley and the guest cameos from Smith, Cavaliero, Nigel Lindsay as an SAS trainer and Tanya Moodie as a couple's therapy drama teacher are also on point.
Nevertheless, by the time the second series of 'This Time' runs its course, you cannot help feeling the time has come for Coogan to find a new vehicle.
Two series feels about enough.
It's time for a new Alan Partridge adventure - especially as he is now about to take his character out on an arena tour.
A presenter's role on a GB News-style rolling news channel beckons.
Or maybe they might consider him replacing Alan Brazil or Adrian Durham on TalkSport?
The world is his Guinness battered oyster.
(The second series of 'This Time' was broadcast on BBC1 from April 30-June 4, 2021)
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