Comedy given second season
NBC’s critically hailed “30 Rock” will roll on to another season.Peacock has given an early greenlight to the Tina Fey-Alec Baldwin starrer from Lorne Michaels’ Broadway Video. Net’s hoping “Rock” will follow the pattern of other slow-building NBC comedy success stories in years past, including current hit “The Office.” “I’m seeing so many parallels right now (between ’30 Rock’ and ‘The Office’),” NBC Entertainment prexy Kevin Reilly told Daily Variety. “I really believe it’s ready to break through.” Reilly said NBC will continue to air repeats of the show over the summer and plans a major relaunch in fall. At least one major advertiser has already expressed an interest in helping promote the second season premiere, Reilly said. “There’s a lot of passion from people who want to embrace it next fall,” he said. “I’d like to believe we can give it the extra oomph that ‘The Office’ had in its second season.” “Rock” has averaged a 2.7 rating/7 share among adults 18-49 this season, numbers that usually would mean curtains. But skein has done a great job holding on to its various lead-ins, and rates well among the upscale auds NBC targets. Skein has also been a buzz and awards magnet, ending up on a slew of 10-best lists, and earning Baldwin Golden Globe and SAG awards. In addition to Fey and Baldwin, “Rock” stars Tracy Morgan, Jane Krakowski, Scott Adsit, Jack McBrayer, Judah Friedlander and Rachel Dratch. Fey, Michaels, David Miner, JoAnn Alfano, Marci Klein and Robert Carlock are exec producers. Separately, NBC has not yet made a decision on its other critical sensation, the family drama “Friday Night Lights.” Skein just won a Peabody Award, but its future is “trickier,” Reilly said. “It becomes a little tougher in the overall mosaic of the schedule,” Reilly said, noting “30 Rock” has found a home as part of NBC’s Thursday comedy block, while “FNL” hasn’t yet found the right slot. Still, “It’s got a tremendous amount of support internally,” Reilly said. “We love the show creatively, and it’s got a passionate core audience. All of that is going to work in its favor.”
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