More on Studio 60

From Lisa de Moraes's column in the Washington Post today:

"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," NBC Entertainment chief Kevin Reilly said in yesterday's announcement. "We expect it to continue to build its increasingly loyal audience and become another of NBC's classic comedy series."

The decision to give an early green light to Fey's show for a second season, rather than Sorkin's, was a no-brainer.

For instance, NBC pointed out that, season to date, "30 Rock" is averaging 2.7 percent of the country's audience of 18-to-49-year-olds. That's the age bracket advertisers pay a premium to reach and NBC therefore targets with its entertainment series.

"Studio 60" is averaging only 3.6 percent of the audience in that age bracket.

Hmmmmm.

Well, how about this: "30 Rock's" overall audience, season to date, is a solid 5.8 million viewers, NBC says in its announcement.

"Studio 60's" season-to-date overall audience is just 8.5 million.

[Crickets.] Upscale -- "30 Rock" is very upscale. NBC likes upscale. According to NBC, "30 Rock" is one of the most upscale comedies on television. In fact, NBC says, it rates 28 percent higher among adults 18-49 living in homes with $100,000-plus incomes than it rates among all adults 18-49.

"Studio 60"? Well, "Studio 60" rates 28 percent higher among adults 18-49 living in homes with $100,000-plus incomes than it rates among all adults 18-49.

Now that it's become so transparent why one show got picked up but not the other, it's barely worth mentioning that NBC Universal 2.0 owns "30 Rock" but not "Studio 60" -- that's owned by Warner Bros."

Now don't get me wrong. I like 30 Rock. Once I got past Tracey Jordan's scratching-fingernails-on-chalkboard personality, I was able to appreciate it for the sometimes smart and funny show that it is. But it will never be as good as Studio 60. And I LOVE(ed) Studio 60.