One of the city’s most popular skyscrapers, 30 Rockefeller Plaza, will light up Wednesday evening with a new corporate name: the Comcast Building.

The rooftop signs on the 70-story building replace the General Electric initials and add the company’s logo and the NBC Peacock logo to the New York City skyline. It's the first time that the iconic peacock will appear on top of the television network’s historic headquarters.
The day is historically significant for NBCUniversal and NBC 4 New York, the flagship station of NBC's Owned Television Stations division.

On July 1, 1941, 30 Rockefeller Plaza was home to the first commercial television broadcast, with WNBC, then called WNBT, offering a lineup that included a Brooklyn Dodgers versus Philadelphia Phillies baseball game and Lowell Thomas reporting the news from Studio 3H. NBC 4 New York still broadcasts from a studio on the third floor, Studio 3C.

This is the third name for the building, which is nicknamed 30 Rock. It was called the RCA building beginning in 1937 after the company that founded NBC. It was then renamed for GE in 1988. GE created the Radio Corporation of America in 1919, owned it until 1930 and reacquired it in 1986.