>> yes, jim, but i'm not easy to manage. >> it was the biggest sitcom on nbc, and nbc was really sold on these quirky workplace sitcoms. ♪ >> with "30 rock" i wanted to see how far we could push a premise that you can trace back to "mary tyler moore." and the first version of it i pitched was set in a news environment. and nbc passed on it and said no, write more of what you know. >> we were there at "30 rock" we were there at "snl." we knew what went on in the office. >> let's get into the first commercial parody. we were trying to think of a funnier cereal name. the favorite options so far include honey bunches of sadness, oat bung and swastikos. >> fruit lupus. >> fart nuggets. >> "30 rock" is about a woman who ends up being a kind of a