TV Guide Network, the old scrawling TV Guide on a channel, is becoming the POP Network. And they have turned to former SCTV and "Late Night with David Letterman" cast members to guide the new endeavour.

And the only thing about the title that's NSFW is saying it outloud. You can read it pretty harmlessly, but try pronouncing it. The new show with Eugene Levy, Catherine O'Hara and Chris Elliot is called

"SCHITT’S CREEK"

“The series centers on a formerly filthy rich video store magnate Johnny Rose (Eugene Levy), his soap star wife Moira (Catherine O'Hara), and their two kids, über-hipster son David (Daniel Levy) and socialite daughter Alexis (Annie Murphy), who suddenly find themselves broke. They are forced to live in Schitt’s Creek, a small depressing town they once bought as a joke.

“It took a very special project like ‘Schitt’s Creek’ to bring me back to television,” said Levy. “I’m thrilled to be reunited on-screen with my dear friend Catherine O’Hara and to have the opportunity to work with the wonderfully hilarious Chris Elliot, the up-and-coming Annie Murphy, and my son Dan, who is amazingly talented and a great partner—working together has only made ME look better.”

The 12 year old boy in me is snickering...Schitt's Creek...heh heh. Well played POP TV, well played.

Frazer Harrison/Getty Images