大象传媒

On The Hour assembled a crack team of prime comedy minds. Alongside Morris, there were Iannucci’s fellow Oxford graduates, David Schneider and Patrick Marber, actors Rebecca Front and Doon Mackichan, and a young impressionist named Steve Coogan. After the success of On The Hour, a move away from radio seemed inevitable.

As Armando explains: “We had an open invitation to try and do the show for television.” And just like the radio version, the show was a mix of improvisation from the actors, plus contributions from first-rate, like-minded comedy writers, pre-recorded segments (including "mockumentaries" like The Pool, years before The Office trod similar ground) and the added bonus of cutting edge – if totally absurd – news graphics. As Steve Coogan remembers: “Even though no one knew who we were, I knew we were on to something.”

“Bearded cleric in oily chin insertion.”

But the new show was a totally different beast to the cosy world of Radio 4. The Day Today would be festooned with music stings that would go on for slightly too long and bombastic graphics filling the screen. Many of the cast didn’t see the final result until the series aired. As Doon explains: “I was so overwhelmed by the way it had been packaged.”

Though this new approach took its toll on producer Iannucci. When the pressure got too much, the unsympathetic cast would dance around him chanting "NERVOUS BREAKDOWN" at him. As Patrick Marber states: “I’d like to say I regret that, but it was quite funny at the time.”

“He must have a foot like a traction engine!”

The contributors to On The Hour and The Day Today knew there must be a sports component to the show, but admitted to not knowing a great deal about the subject. As Steve Coogan explains: “There was a reporter on Newsbeat called Frank Partridge and I thought, ‘What’s a sporty first name?’ And Alan sounded not academic.” And so Alan Partridge was born. As Doon states: “It was fantastic to be at the birth of this character where anything he said made us laugh.”

Alan has had a remarkable comedy career with spin-off shows, books, stadium tours, a feature film and podcasts. Coogan remembers Patrick Marber calling him to claim: “In five years' time people will be shouting ‘Aha!’ at you in the street and I remember thinking, ‘Wow that would be fantastic’.” This feeling would be tempered slightly as Partridge appeared to take over the ambitious actor’s career.

“Now fact me 'til I fart!”

The show won perhaps the ultimate accolade of fooling certain members of the public into thinking it was actual news. One complainant wrote in about Alan Partridge claiming: “After hearing Mr Partridge I had to tune to Radio 3 for some soothing music.” Steve Coogan has the letter framed and hanging in his downstairs loo.

Chris Morris anchors The Day Today

It really did change my life completely... It makes me weep with gratitude.

Patrick Marber

Another disappointed viewer wrote to the 大象传媒 after witnessing a fake story about the Royal Family culling their members of staff. At the time, Chris Morris released a written response that read: “The story was designed to identify the stupid. The deeply dim would think it was a piece of real news and the spectacularly bone-headed would actually write letters of complaint.” He wasn’t messing about.

"Simon Rattle Lost in Cress."

There was just a single series of The Day Today, though no one seems to know why. The pressure on Iannucci may have been one factor, as he states: “It took about two years to make from start to finish.” But many of the cast and crew went on to collaborate on the same projects, so it never felt like it was over, as David Schneider told The Reunion: “We were still all working together. It didn’t feel like it ended.”

Chris Morris took the concepts originated on The Day Today even further with Brass Eye, before beginning a film directing career. Iannucci made The Thick of It and Veep. Patrick Marber became an acclaimed playwright and screenwriter. Rebecca Front and Doon Mackichan are beloved British comedy staples. And Alan Partridge slowly took over the world (while Coogan was nominated for an Oscar).

But could the show ever return? Iannucci feels that news may now be beyond satire. “It’s just so bonkers now. There’s no ‘The News’ any more. There’s lots of types of news. It’s difficult to twist the perceived notion of news.” But the show undoubtedly had a profound effect on everyone involved. As Patrick Marber states: “It really did change my life completely. It gave me a level of confidence that allowed me to then write plays. It makes me weep with gratitude.”

Comedy, and Branson’s clockwork dog, would never be the same again.