Baldwin has starred on TV's "Dirty Sexy Money" and "Gossip Girl," as well as in the films "Flatliners," "Backdraft," "Sliver" and "The Squid and the Whale."
On "Parenthood," Baldwin will be playing Gordon Flint, the wealthy, charismatic boss of Peter Krause's character Adam.
"Gordon is content to let Adam do the grunt work of running the company, preferring to spend his time thinking about the 'big picture,'" NBC said in a news release. "A dedicated bachelor, Gordon's romantic life is the polar opposite to Adam's relationship with Kristina (played by Monica Potter). Gordon brings tension to the Braverman clan when he sets his sights on Adam's sister, Sarah (played by Lauren Graham.)"
Baldwin's older brother, Alec, also has a role on an NBC show, "30 Rock."