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"Brown Is the New Green: George Lopez and the American Dream" (8 p.m., KNME-Channel 5 ) examines how evil soul-stealing corporations put a lot of effort into profiting from the "Latino market" and are shaping America's perception of Hispanics.

There's lots of cash to get too. Numbering 44 million, Hispanics are this nation's largest and fastest-growing ethnic group and their buying power will grow to $1.2 trillion by 2011.

Holy cash cow, Batman.

The program features the often hilarious observations of sitcom star George Lopez as he tries to stay true to his roots and appeal to the mainstream. In behind-the-scenes conversations, he speaks candidly of his childhood longing to fit in, as well as the costs and rewards of working within the system.

Hispanic marketers are also looked at. According to the documentary, they like to present Latinos as a separate America. Whether their target audience is elderly immigrants or predominantly English-speaking youth, these Hispanic marketers are pursuing Latino dollars via the myth of cultural "otherness."

We're even treated to clips of their programming - from "folkloric" commercials to cheesetastic Latin American soap operas to booty-shakin' music videos.

Viva la advertising.

In the fourth-season finale of "Rescue Me" (11 p.m., FX), the sighting of the "ghost" of Jimmy (James McCaffrey) is the talk of the firehouse. Little do they know that it's no ghost - Tommy (Denis Leary) has been putting in some firefighter overtime without getting paid.

He wears Jimmy's old jacket, tags along on calls and secretly saves people. It's not the smartest thing to do, because he doesn't have the proper equipment - no mask, no way of communicating with the fire crew.

I don't know why that surprises me, but it does. You'd think by now that Tommy would have gotten some of his emotional, if not professional, stuff together.

Jimmy's wife, the wonderfully scooters Sheila (Callie Thorne), is determined to find out the truth about her dead husband's appearances. Heaven help Tommy when she does. She has an amazing temper and throwing arm.

Meanwhile, Colleen (Natalie Distler) blames Tommy for her failed relationship, and Tommy takes his father to a minor league baseball game for manly bonding time.

That Tommy is a machine. He ruins his daughter's relationship, hangs out with his daddy and secretly saves people all in one episode. I'm tired just thinking about it.