From the moment that CBS's new show, $#*! My Dad Says was announced, a watchdog group -- the Parents Television Council -- has been rattling their sabers, threatening action against the show and the network if the show's name was not changed.

It is now the middle of August and the PTC has made good on its threat, sending out letters to potential advertisers of the show, asking them to stay away from the program unless the name is changed, charging it is indecent.

In a statement to the Associated Press, PTC president Tim Winter said that parents really do care about profanity when their kids are watching TV. All parents? No, but something like 80 to 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.

According to reports, the PTC letter asks advertisers, When you advertise on television, do you want your customers to associate your product with (bleep)?

According to Nina Tassler, an executive with CBS Entertainment, the PTC is the only group raising any issues with the name of the new show. So far, the network seems to take the position that all the fuss is doing is increasing attention and exposure for the new program.

Legendary Star Trek actor William Shatner, who stars as the dad in the show, told the AP that he wishes that the network would use the actual word.

I've got grandchildren. I brought up three girls. They've all got kids. OK?" Shatner said. "And you say, 'Boopy-doo-doo, you've got to make poo-poo. Come on. Make poo-poo in the toilet.' Eventually, poo-poo becomes (bleep). 'Go take a (bleep), you'll feel better.' You say that to your kids. The word (bleep) is around us. It isn't a terrible term. It's a natural function. Why are we pussyfooting? (Note: The bleeps are mine ... Shatner said the word.)

The PTC has launched campaigns against programs and programmers before with mixed results. In 2008, the organization and CBS were in conflict about a series called Swingtown, which featured spouse-swapping couples. Advertisers started pulling their ads from the show, but it is debated whether it was caused by the content, or the show's lousy ratings.

The PTC has had its share of failures, the most notable being their campaign in 1999 against the then World Wrestling Federation, now known as World Wrestling Entertainment. Not only did the campaign fail, but the PTC was sued by the WWE a year later, charging the group with defamation and copyright violations as the group was using clips of the show in their advertisements without the WWE's permission. After some rulings from the court went against the PTC, the groups settled out of court and the PTC issued an apology, but not before the group was the subject of a satire by the WWE with a groups of wrestlers in white shirts and ties, promoting censorship as heels (bad guy wrestlers).

CBS and William Shatner vs. the PTC has the makings of a real battle royale, so pop the popcorn and settle back for a fight that promises to be entertaining.

Who do you think will win or lose? Let me hear from you!