Why TBS Is Airing the First Season of Its New Rashida Jones Comedy as a Marathon

Latest TV network to experiment with binge viewing

Prepare to see a whole lot of Rashida Jones in the new year. The actress, currently featured in a Verizon FiOS campaign, will soon star in the new TBS comedy, Angie Tribeca. In a marketing stunt taken from the playbook of its streaming competitors, the Turner network will air the first season in a 25-hour, commercial-free marathon starting Sunday, Jan. 17 at 9 p.m. ET. That's enough time for the entire 10-episode season to air five times in a row.

A week later, on Monday, Jan. 25, the show's 10-episode second season will debut at 9:30 p.m. TBS also says an encore of a half-hour Season 1 episode will air at 10 p.m., meaning TBS will be showing two seasons simultaneously.

The all-at-once release is just the latest example of how TV networks are experimenting with new multiplatform viewing models and ways of delivering episodes in a time-shifted world. This summer, NBC became the first broadcast network to try a binge-viewing strategy when it released the full season of Aquarius following the drama's TV premiere.

Lifetime released the first four episodes of UnREAL on its digital platforms right after its TV premiere. USA released the premiere of its summer breakout Mr. Robot online ahead of its on-air broadcast. USA also experimented with the comedy, Playing House, releasing new episodes on its video-on-demand platform before its TV debut.

Angie Tribeca will also be available via TBS's digital, mobile and video-on-demand platforms.

The experiment comes after Turner ad sales president Donna Speciale declared "dayparts are dead" at this year's upfront presentation.

Angie Tribeca, a send-up of police procedurals, is produced by Steve Carell and Nancy Carell. Jones plays a lone-wolf L.A. police detective who gets a new partner. 

Coincidentally, Jones attends a the premiere of a TV show in her latest FiOS spot.