• by Wayne Friedman , May 25, 2010

CBS walked lightly into the new upfront programming season with an unusual marketing problem -- the dilemma of figuring out how identify a new sitcom starring William Shatner without having the hair stand up on the backs of anyone from the Federal Communications Commission.

Shatner's new show, from the highly popular Twitter page, "Shit My Dad Says" will now just look like "$#*! My Dad Says" in print with a key sounding "bleep" word when CBS' TV promo announcer work comes into play.

If that wasn't enough, the very careful CBS network also nixed the possible subliminal "$#!+" because that dollar-number-exclamation-plus sign looked to much like the word "shit."

Oh crap!