The Parents Television Council is calling for a boycott of William Shatner's new show, $#*! My Dad Says, because the title implies a naughty word. Last week the group sent letters to hundreds of advertisers demanding that they not support the show.
"Parents really do care about profanity when their kids are watching TV," said PTC President Tim Winter. "All parents? No, but something like 80 or 90 percent of parents. Putting an expletive in the title of a show is crossing new territory, and we can't allow that to happen on our watch." Winter's letter to companies asks bluntly: "When you advertise on television, do you want your customers to associate your product with (bleep)?" His letter uses the expletive, not the word "bleep." Winter uses the real word 10 times in two pages. But how much do parents care? Parental concern about profane language on TV is clearly waning, according to the Rasmussen Reports pollsters. Rasmussen's survey of 1,000 American adults taken July 27-28 found that 57 percent said there was too much inappropriate content on television and radio. Sex and violence is the main concern; only 9 percent of those polled pointed to profanity as the biggest problem area.The title of the show, of course, derives from the best-selling book Shit My Dad Says. If the show is a fraction as funny as the book is, we've got a winner.