Zucker, who talked mainly about challenges to fighting intellectual property piracy, marveled at how technology has made the show (a favorite of mine) and other NBC programs accessible "wherever and however the consumer wants to consume" them.

Soon after "30 Rock" debuts, Internet users can surf over to NBC's Web site to watch a streaming version of the show or download it for a limited time. On Amazon.com they can buy it for good. Fans in some parts of the country can also watch on-demand and certain cellular telephone providers make the show available on handheld devices.

In a few weeks, "30 Rock" will be available for streaming at Hulu.com, a new Web venture between NBC and News Corp, Zucker said, and old-fashioned types can wait until the end of the season to buy the DVD.