'30 Rock' Keeps Rolling

NBC has made the not-entirely-unexpected move of picking up "30 Rock" for next season.

The comedy starring Tina Fey and Alec Baldwin is not a big ratings winner, but it has earned loads of critical acclaim. Maybe most important, NBC Entertainment chief Kevin Reilly has repeatedly said he's a fan of the show.

"From the beginning, '30 Rock' has proven to be the kind of quality comedy that doesn't come around very often, and we are very pleased to have this show back for a second season," Reilly says in a statement. "We expect it to continue to build its increasingly loyal audience and become another of NBC's classic comedy series."

The show is averaging a little under 6 million viewers per week, and a 2.7 rating in the adults 18-49 demographic that NBC cares about most. It's been a fairly steady performer since it moved to Thursday nights following "Scrubs," holding better than 80 percent of its lead-in for several weeks running.

NBC also notes that "30 Rock" is one of the more "upscale" comedies on TV, drawing a high concentration of viewers whose household incomes top six figures.

For the remainder of its season, "30 Rock" will follow "The Office" in NBC's Thursday comedy lineup. The show returns to the schedule with a super-sized episode at 8:40 p.m. ET this week and will air at 9 p.m. for the remainder of its run.