CBS announced its new fall lineup to advertisers and the entertainment press on May 18. After all the jawing and legal wrangling back and forth over televised profanity, and whether it's somehow not profane if it's blurted out accidentally, CBS has ended the debate over accidents. The artists formerly known as the classy "Tiffany Network" have very deliberately introduced a new show called "$#*! My Dad Says."
That's right -- the fecal curse word starting with an S in the title. They pronounce it "Bleep My Dad Says." They could simply have called it "Stuff My Dad Says" and not lost a scintilla of descriptive power. All they would lose is the childish wish to offend.
Michael Schneider of the trade publication Variety joked that it's too bad they didn't use an exclamation point and then a plus sign in the title after the dollar and pound signs, so the keyboard strokes would look more like the actual curse word. He actually gave CBS credit that they did not "wimp out" and sensibly clean up the show title. In the old black-and-white days, a sitcom like this would simply be named after its star, "The William Shatner Show." Nowadays, the title selection requires talent -- of a 12-year-old.
This S-bomb show is a spinoff from a page on the social-media website Twitter with the same toilet-plugging name. Perhaps someone would argue that CBS is merely trying to stay true to the spirit of the actual Twitter page by Justin Halpern, where nearly every 140-character tweet of his dad's cranky "wisdom" is laced with profanities. Halpern already milked his cursing dad for a book deal before turning his excretory ambitions to television executives.
But Variety reported that CBS programming chief Nina Tassler was having fun with the new show title by quipping to reporters that CBS has ordered some "really funny (bleep)" after their sitcom "Big Bang Theory" on Thursdays. Tassler said the new show "proved that new media and traditional media are coming together in very cool ways." This Tassler has a very twisted idea of what "very cool" is. She also infamously declared that CBS's last attempt to be cool, the bed-hopping '70s polyester-orgy flop "Swingtown," was "fun and fresh" and "right in my sweet spot" of nostalgia.