Despite its Buick-driving demographic, CBS is sticking with the title "$#*! My Dad Says," for its new fall sit-com starring William Shatner. The show is based on a twitter feed, which uses the actual expletive. While CBS understandably believes there is promotional equity in the title of the property, using typographical characters in place of the word, like a cartoon character swearing, seems to split the difference between cutesy and edgy.
In more hair-splitting, the phrase "$#!+" was considered, but deemed to look to much like the, um, actual word, which will, according to CBS, be pronounced as ‘bleep’ in its promos.
The bleeps and typographical euphemisms still aren’t enough to muffle protests. The Parent’s Television Council is threatening to challenge the broadcasting license of any CBS affiliate which airs the show or even promos for it before 10/9 central.
CBS is pairing the new comedy with ‘Big Bang Theory” on Thursdays. “Bang” has one of the networks younger skewing viewer demographics and CBS is clearly hoping that this new sitcom, with its semi-naughty title, will bring more 18-to-49 viewers into the fold.
"$#*! My Dad Says," will be produced in the four-camera live audience format of “Big Bang”, enhancing the pairing. It is produced by Max Mutchnik and David Kohan, creators of “Will and Grace”. While this pedigree is promising, other Mutchnik/Kohan vehicles such as “Good Morning, Miami” failed to be as self-confidently funny as “Will and Grace”. Press clips for "$#*!” make this seem far from a breakthrough comedy. The clips are mildly amusing and the show appears to be awfully innocuous given the network’s desire to cling to a controversial title.
"$#*! My Dad Says," will air Thurdays at 8:30 PM on KCBS in Los Angeles.
Comments
As a longtime Twitter follower of S**t my Dad Says, I don't know how they can turn this into a sitcom. Well... I have an inkling. They are going to have to water down Dad's sage but grumpy offerings quite a bit! I have an idea for a sitcom! Who do I call? :)
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