Holy $#!%

Parents groups seem to never learn. Currently, one of the major groups that goes around asking networks not to air certain programs because in doing so, kids might be scarred for life is asking advertisers not to sponsor the new CBS sitcom, "(Bleep) My Dad Says" because the network doesn't want to use bleep instead of the real word, a synonym for poo.

The new series, which stars William Shatner (why can't they just compromise and call it "Shat My Dad Says?") will air this fall. It's based on a popular (and funny) Twitter feed that doesn't bleep out anything.

In all likelihood, all the parents' group is doing is giving free publicity to a series that was drubbed by critics at the recent TV press tours. People on the fence will likely tune in to see what the fuss is all about. And those turned off by using the full title were likely not the target in the first place.

In some ways, there really is no such thing as bad publicity. For CBS, it gets the show out in the public over a silly controversy. Meanwhile, what are parents really preventing? For kids not to hear a word that they can readily hear on cable, video games or everyday life?

Parents groups often can't see the forests for the trees. Take the movie "Kick Ass" from this summer. Parents were up in arms about a 10-year-old character called Hit Girl, who uses a vulgar word that relates to female anatomy before she proceeds to slice and dice a gang of bad guys with a sword. Parents were upset -- not with the violence and gore of the scene, but with a young actress using that word in her dialogue. Seems like they are missing the big picture here.

But parents groups protesting TV is nothing new, and helped making series ranging from "Married With Children" to "NYPD Blue" big hits during their day by stoking the controversy.

CBS can only hope for a similar boost with "(Bleep).

TUESDAY'S BEST BETS: On a new "Rescue Me" (FX, 10 p.m.), the show returns to its more comic roots as we learn the results of Tommy's intervention with Colleen and which firehouses the city is shutting down. It's followed by a new "Louie" at 11 p.m.

USA has new episodes of "White Collar" and "Covert Affairs," beginning at 9 p.m., while TNT has "HawthoRNe" and "Memphis Beat" running at the same time. There's also a new "Warehouse 13" at 9 p.m.

On the networks, "Hell's Kitchen" wraps up its season on Fox at 8 p.m., followed by "MasterChef." The CW has new episodes of "18 To Life" from 9-10 p.m.