In 1996, NBC bought the space it had leased in the center for over sixty years. The building's address became the title of the NBC sitcom "30 Rock" (2006–2013), which followed the cast and crew of a fictional television show filmed inside the building. Aside from two live episodes, which were produced at NBC's facilities inside the building, the series used the building mostly for exterior and occasional lobby shots, while interior scenes were filmed at Silvercup Studios in Long Island City, Queens.