NBC orders full season of '30 Rock'
Network has picked up all but two if its new shows
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Skein, which stars Tina Fey and Alec Baldwin, was the Peacock's last remaining bubble show. Execs wanted to see how the NBC U TV.Studio/Broadway Video-produced skein performed in its new 9:30 Thursday timeslot behind "Scrubs" before making the pickup official.
Results were encouraging, with "Rock" scoring its second-best adults 18-49 ratings yet, up 13% from its week-earlier numbers.
NBC Entertainment prexy Kevin Reilly told Daily Variety that the network has been encouraged by the show's creative track "from minute one," but that the skein was "hanging out there" by itself in its previous Wednesday timeslot. He said he was pleased with how "30 Rock" performed in concert with the net's three other Thursday laffers.
"It feels like we've got four compatible shows that are right on brand," he said. "It feels as creatively cohesive as Thursday night has ever looked."
Reilly also noted that the uptick for "30 Rock" follows the show's recent debut on Apple's iTunes. A year ago, "The Office" experienced a similar ratings gain after going online.
"We've seen a surge of hits," Reilly said of "Rock."
Exec also praised the perf of long-running laffer "Scrubs," which once again performed well for NBC opposite tough competish.
NBC has now decided the fates of all six of its six frosh shows. "Heroes," "Friday Night Lights," "Studio 60 on the Sunset Strip" and "30 Rock" have been renewed, while "Kidnapped" and "30 Good Years" are dead.
Fey and Michaels exec produce "30 Rock," as are JoAnn Alfano, Marci Klein and David Miner.
