“If reality TV has taught us anything, it’s that you can’t keep people with no shame down”

That’s an insightful line from next week’s episode of “30 Rock,” which is actually a little funnier than Thursday’s episode, which signals the show’s return from the writers strike. Which is a little surprising, because this week’s episode introduces us to Jack’s (Alec Baldwin) most genius brainstorm yet, the reality hit “MILF Island.”

Those jokes should write themselves, and the show-within-a-show’s funny enough, though it’s clear “30 Rock’s” writers have no idea how “MILF Island” might actually work. (On the other hand, as Fox reality guru Mike Darnell would tell you, with that concept, who cares?) Although we do know thatt when a MILF is kicked off the island, the catchphrase is, “We no longer want to hit that.”

But the episode’s subplots kind of fall flat – Liz (Tina Fey) is charged with figuring out who insulted Jack in a gossip column; Pete (Scott Adsit) gets his arm caught in a vending machine. There is a great line that comes virtually out of nowhere: When Liz stares daggers at Kenneth the Page (Jack McBrayer), he says, “You eyes look like my uncle’s after he drinks from the air conditioner.” A couple of lines like that a week from “30 Rock,” and I’m a happy man.

Next week’s episode operates on all cylinders. Liz’s obnoxious ex, the Beeper King (Dean Winters), becomes a hero after rescuing someone in a subway and is cast to guest-host “TGS,” much against Liz’s wishes – at least initially. Jack, unable to locate a suitable celebrity Republican, recruits Tracy (Tracy Morgan); together, they concoct a brilliant campaign spot to help John McCain. And, in a hilarious spoof of a lachrymose episode of last year’s “Studio 60 on the Sunset Strip,” Tim Conway plays a Golden-Age-of-Television personality wandering the halls of NBC, sharing with Kenneth some nostalgic anecdotes (ah, the “sandwich girls”) that Kenneth finds increasingly appalling.

“30 Rock” has plenty of laughs; what it lacks are viewers. Look, it’s won a Peabody and an Emmy and even a couple of those goofy-looking Actor Awards. What the hell more do you want?

- “30 Rock:” 8:30 p.m. Thursday, NBC Channel 4.