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Baldwin pay cut can't save show

Actor Alec Baldwin says he offered to take a salary cut to keep NBC comedy 30 Rock on the air. The Emmy-winning show started its seventh and final season on Thursday.

Actor Alec Baldwin says he offered to take a salary cut to keep NBC comedy 30 Rock on the air.

The Emmy-winning show started its seventh and final season on Thursday. Baldwin, who plays the debonair fictional NBC head Jack Donaghy, posted on Twitter: "I offered NBC to cut my pay 20% in order to have a full 7th and 8th seasons of 30 Rock. I realize times have changed. I am looking forward to some time off."

NBC said in May that the seventh season would be the last for the show, and it would have just 13 episodes rather than the regular 21 to 23.

The network did not immediately return calls for comment on Baldwin's Twitter remarks.

According to Forbes' 2012 Celebrity 100 earnings report, Baldwin made $15 million in the past year while co-star Fey made $11 million.

30 Rock has won 14 Emmy awards, including best comedy series and two for Baldwin as lead actor.

Despite a fervent fan-base, the show has only attracted modest ratings, falling from a high of about 7.5 million viewers per episode in 2008/2009 to an average of 4.6 million last season.