Score another win in the free publicity department for Ann Arbor-based mobile software firm Mobiata.

The company -- which was acquired in November by global travel site Expedia.com but continues to expand its Ann Arbor operation -- had already gotten praise from Apple Inc. CEO Steve Jobs himself and its apps have been featured in Apple advertisements for free.

Now, the company has a new admirer: actress Tina Fey's character Liz Lemon from NBC's sitcom "30 Rock."

On Thursday night's episode, Fey's character references Mobiata's popular FlightTrack application while complaining about a delayed flight in a conversation with the pilot, played by guest star Matt Damon.

FlightTrack helps travelers monitor the status of their flights, including scheduling changes, trip progress and gate changes. It's available on most mobile devices, including Apple's devices, Google's Android phones and Research In Motion's BlackBerry phones.

Here's a transcript of the conversation between Fey and Damon during the "30 Rock" episode:

Matt Damon (pilot): Hey Lizzy, you ok?

Tina Fey (Liz Lemon): People are starting to get a little antsy back there.

Damon: Yeah, it's gonna be about another half an hour.

Fey: Really, because I checked FlightTracker on my phone, and our status is just an angry red frowny face.

Damon: K, you want to know a little pilot secret, besides the fact that we get a discount at Sunglass Hut? The half-hour thing? It’s a trick. It’s enough time so that people know they’re gonna have to wait, but it doesn’t upset them.

Fey: So you’re just lying? That’s not right, we’re paying customers.

Damon: Look, Liz, we have reasons for doing things the way that we do them. We say half an hour to control the herds of walking mozzarella sticks who think that $300 and a photo ID gives them the right to fly through the air like one of the Guardian Owls of Legend. God, that’s been our in-flight movie for months.

Here's the video. Start at the 06:10 mark.

Contact AnnArbor.com's Nathan Bomey at (734) 623-2587 or nathanbomey@annarbor.com. You can also follow him on Twitter or subscribe to AnnArbor.com's newsletters.