Hollywood doesn't know Jack.

"The Kennedys," the miniseries that was rejected by numerous networks until a St. Paul-based company scooped it up, received 10 Emmy nominations Thursday, including a nod for best miniseries or movie.

It was the payoff to a gamble taken by Hubbard Broadcasting's ReelzChannel, which had previously never been a factor in the Emmy race. Stan E. Hubbard, CEO of the company, invested $10 million in an ad campaign, more than Reelz had ever spent in an entire year.

In addition to a nod in the top category, Greg Kinnear (who played John F. Kennedy) will compete for outstanding actor in a movie, and Tom Wilkinson was recognized in the supporting-actor race.

"We're proud that our position as an independent network gave us the freedom to make this fascinating story about the Kennedy family available to viewers nationwide," Hubbard said.

"The Kennedys" faces stiff odds. The favorites in this category are "Mildred Pierce," which received a whopping 21 nominations, and "Too Big to Fail" with 11 nods.

"Saturday Night Live" folks should be laughing with delight, as the program received 16 nominations, the most by a variety show in any given year. It will compete for outstanding variety series against "The Colbert Report," "Real Time With Bill Maher," "Conan," "Late Night With Jimmy Fallon" and "The Daily Show With Jon Stewart," which is going for an incredible ninth win in a row.

Also on a hot streak is "Mad Men," which led all series with 19 nominations. If it wins on Sept. 18, it will be the fourth time in a row, a feat that's only been accomplished by "Hill Street Blues" and "The West Wing." Its strongest competition comes from "Boardwalk Empire" and "Game of Thrones," both rewarded with nominations in their rookie years. The slate is rounded off by "The Good Wife," "Dexter" and "Friday Night Lights," which finally made the cut in its fifth and final try.

"Mad Men" hasn't had much luck in the acting categories, but that could change this year because "Breaking Bad" star Bryan Cranston took himself out of the running after three wins in a row. That leaves the door open for "Mad Men" lead Jon Hamm, who has never won in four attempts. He's not the only one who's been waiting. Michael C. Hall ("Dexter") is hoping this will be his year after four nominations in the title role, and Hugh Laurie of "House" will be hoping for a victory after going home seven times without a statuette.

Two surprises in the race for best actress in a drama: Mireille Enos got her first career nod for her work in "The Killing," and Kathy Bates was recognized for the critically panned "Harry's Law." Mariska Hargitay, Julianna Margulies and Elisabeth Moss fill out the slate.

No big surprises in the race for outstanding comedy. "The Big Bang Theory," "30 Rock," "Glee," "The Office" and last year's winner, "Modern Family," have all been here before. "Parks and Recreation" is the only newcomer in the field.

In the acting categories for comedy, Johnny Galecki finally joins his "Big Bang" castmate Jim Parsons in a race that includes Matt LeBlanc ("Episodes"), Alec Baldwin ("30 Rock"), Louie CK ("Louie") and Steve Carell, who will go for his first win in his last season on "The Office."

The big shocker among the women: A nod for Melissa McCarthy of "Mike & Molly." She'll compete against Martha Plimpton ("Raising Hope"), Amy Poehler ("Parks"), Laura Linney ("The Big C"), Tina Fey ("30 Rock) and last year's champ, Edie Falco ("Nurse Jackie").

njustin@startribune.com • 612-673-7431 • Follow Justin on Twitter: @nealjustin