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Screen Gems: TV the week of July 27

Mad Men (10 p.m. Sunday, AMC) -- When it debuted a year ago, Mad Men was the whimsical notion -- a Madmen show about advertising men? in 1960? -- of a flyspeck cable channel known mostly for its dusty old movies. Now it returns for a second season with 16 Emmy nominations notched in its belt and riding a wave of critical and popular anticipation. Skipping forward a couple of years, the season debut takes place in early 1962, and the account executives are just starting to realize that the tastes of Baby Boomer teenagers are about to flip American consumer society on its head. ''No one under 25 drinks coffee anymore,'' someone says. ''Just Pepsi. They pour it on their Frosted Flakes.'' Wait until they hear about Pet Rocks.

Model Latina (9 p.m. Sunday, SíTV) -- When you watch this reality competition show, just remember: It's not about 20 hot chicks who can barely keep their clothes buttoned. It's about empowerment.

Mythbusters: Shark Special (9 p.m. Sunday, Discovery) -- The Discovery Channel's annual Shark Week kicks off its lineup of six shows with this one, which among other things tests the proposition that chili powder repels sharks. Let's just say the implications for Davie chili-cookoffs are not good.

The Longest Night: Secrets of the Austrian Cellar (10 p.m. Sunday, MSNBC) -- This documentary is the first in-depth look at the case of Elisabeth Fritzl, the young Austrian woman held 24 years in a basement by her sexually abusive father.

Jurassic Fight Club (9 p.m. Tuesday, History Channel) -- Quit whining about the hooker selling crack on your front sidewalk: Miami is nothing compared to life 70 million years ago, when it was pretty much eat or be eaten 24/7. This new documentary series couples the latest discoveries in paleontology with some pretty amazing CGI animation to portray daily life among the dinosaurs. First episode: a case of Majungatholus date rape deteriorates into cannibalism. Sex, violence and dinosaurs -- this is the greatest show ever.

In the Gutter (10 p.m. Tuesday, Starz) -- This episode of the documentary series Starz Inside traces the history of the gross-out comedy, from Animal House through the Porky's and American Pie movies to Knocked Up and Superbad. If you can't find something to be offended by in this show, you're not really trying.

Fab Five: The Texas Cheerleader Scandal (9 p.m. Saturday, Lifetime) -- Not to be confused with The Positively True Adventures of the Alleged Texas Cheerleader-Murdering Mom or Willing to Kill: The Texas Cheerleader Story. Man, those Texas cheerleaders are meaner than a mess of Majungatholuses.

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