It really is a mad, mad, 'Mad Men' world

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The magnificent "Mad Men" returns Sunday to the AMC channel and promises more of the same intrigue, deception and smooth storytelling that made the first two seasons of this drama so darn mesmerizing.

Clearly, I can't wait. The action picks up in 1963 and the advertising firm at the center of the series is reeling from its end-of-last-

season takeover by a British ad agency. Layoffs ensue.

Somehow, "Mad Men" continues to provide parallels to the pivotal cultural events of the early 1960s and those from present day. Season two's evocative depiction during the Cuban missile crisis was the perfect counterpoint to the Iraq war, for instance.

It sounds as if this season the ad agency's employees will suffer more problematic economic fates that will continue to ring true to today.

How fascinating that the good old days were so much like the rough old present ones. The 50-year divide between our society and the one depicted in the series seems both wee and vast, depending on the angle you're coming from. The clothes, homes and treatment of women clearly are different, but the societal issues remain the same.

In the middle of it all will be philandering, egotistical and yet completely likable protagonist Don Draper, who undoubtedly will continue to make his wife, Betty, feel equal parts trophy, drudge and miserable.

And, of course, about 17 people will tune in.

Despite its Emmys, its major buzz and its critical acclaim, "Mad Men" wallows with too many other fabulous cable shows in the ratings cellar. Luckily for those of us who do follow these shows, cable doesn't need the same masses to watch as the network stations do.

So on the shows go. Thank goodness. I've been waiting all summer for my "Mad Men" fix.

Under the file of I've-been-watching-too-much-Food-Network-again: I was planning on making a pasta salad last weekend and the thought "Oh, I can put a nice chiffonade of basil in there" actually went through my head.

What? A chiffonade? I don't even think I know what that means, let alone believe this culinary mess- waiting-to-happen could pull it off.

Add to that the giddy applause that I burst into upon seeing a commercial touting the return of Food Network's competition show "The Next Iron Chef" (returning in October) and I think we can agree that I am not well.

Speaking of files, place this one in the I-just-don't-think-so folder: The TV industry is concocting plans for more and insidious commercial content that viewers will not be able to avoid with the simple — but oh-so-fabulous — press of a fast-forward DVR button.

How rude.

According to a recent story from The Associated Press, "even TiVo, which became popular for its technology that lets people skip TV commercials, is developing new ways to show ads.

"As a result, you won't necessarily see more traditional, 30-second commercials. Instead, many of the new TV ads will resemble online ads — interactive and often shaped for individual members of the audience. They'll also be harder to ignore. Typically, you can't opt out of seeing them."

Excuse me? Not having to suffer through commercials provides about half the total reason to invest in a DVR in the first place.

So I guess that means my DVR provider will be lowering my bill by half when all this happens, right?

Uh, yeah. Right.

Elsewhere around the Scene: Bay Area singer/songwriter Megan Slankard and her band take their contemporary alt-rock to the Stevenot Winery Amphitheater on Aug. 22. It will mark the 25-year-old Tracy native's first appearance in the foothills in more than three years.

The show begins at 7 p.m. at the outdoor Stevenot amphitheater, next to the vineyard at 2690 San Domingo Road, outside Murphys. It's grass seating, so take a low-backed lawn chair or a blanket and enjoy a music-filled summer evening under the stars. Tickets are $12 and are available only at the event. For more information, call 728-0638.

R&B singer Case, best known for the single "Touch Me Tease Me," appears Saturday at Club Maxx inside the DoubleTree Hotel in Modesto.

Tickets are $20 for the 10 p.m. E.H. Presents show at Club Maxx, Ninth and K streets in downtown Modesto. Call 526-6000 or see ehpresents.com for more details.

Efren Martinez at The Queen Bean Coffee House is coordinating a drive to gather school supplies for low-income students during a Class Reunion Powwow for high school graduates and teachers from 1984-88. The event, 7-11 p.m. tonight, is free with any purchase and one school supply. Queen Bean is at 1126 14th St., Modesto. 571-8000.

Reach Scene editor Pat Clark at pclark@modbee.com.