PTC Goes After Advertisers Over CBS Series, '$h ! My Dad Says'
August 2, 2010
LOS ANGELES: The Parents Television Council today said it
leveled “a stern warning” to 300 potential advertisers looking at the upcoming
CBS series, “$h*! My Dad Says.” William Shatner stars in the series as the
crotchety father of an adult son who moves back in with him. The show was unveiled
at the CBS upfront in May and is scheduled to debut in the fall on Thursdays in
The PTC objects to the title of the series as it refers to a scatological term
prohibited in prime-time on broadcast TV. CBS refers to the series as “’Bleep’ My
Dad Says.” The PTC said it appreciated assurances that the show’s content would
lack profanity, but the title still walked and quacked like a duck.
“CBS has a new program titled ‘Shit My Dad Says,’” the PTC wrote in its missive
to the advertising community. “Although CBS is marketing the program as ‘$h*!
My Dad Says,’ the symbols offer a distinction without a difference. They are
talking about ‘Shit.’ ...Not only is ‘Shit’ planned for inclusion in the family
hour, but it is slated for one of the highest viewing nights of the week.”
“Unless or until CBS chooses a different title for this program, we are urging
advertisers to avoid sponsoring such an abomination purported to be
lighthearted fun,” the letter continues. “The advertisers have two options.
Either they can be complicit in the effort to serve up excrement in front of
children and families, or they can choose not to associate their products and
services with excrement.”
PTC said the premise of the show had “potential for good entertainment. The
question is why CBS feels the need to shove harsh profanity into the faces of
Americans through the program’s title. And the program title is being promoted
at times throughout the broadcast day. Their reliance on symbols as a veil is
feeble at best.”
PTC requested responses from the 300 advertisers by Aug. 15 to inform its
membership which ones are buying the show.
-- Deborah D. McAdams