NBC has announced the name of its upcoming prime-time newsmagazine, to be headlined by Brian Williams, the Sun Sentinel reports.

In something of an echo of Tina Fey’s sitcom "30 Rock," the new show will be called "Rock Center With Brian Williams," according to today’s announcement, writes our good friend at the Sun Sentinel, veteran TV observer Tom Jicha.

NBC News President Steve Capus acknowledged that the Rockefeller Center location of the network’s headquarters influenced the name, saying in a statement: "Hopefully our journalism will speak louder than any name. If it doesn’t, perhaps people will tune in to ‘Rock Center’ hoping to see Tina Fey.”

Veteran reporters Harry Smith and Kate Snow will be among those joining Williams on "Rock Center."