Showtime Experiments With a Binge-Viewing Model for Its New Andrew Dice Clay Comedy

Releases entire season ahead of premiere

In January, Showtime CEO David Nevins predicted 2016 would be "the year of customized viewing." Now, his network is helping show how.

On Sunday, April 10, the premium network will release the full six-episode season of new Andrew Dice Clay comedy Dice on its streaming service. The series will be available at midnight, ahead of its 9:30 p.m. TV premiere. After that, Showtime will continue to run episodes of Dice in that time slot as it would any other series.

The semiautobiographical scripted comedy follows the raunchy comedian as he attempts to revive his career in Las Vegas. Dice previously appeared on the final season of HBO's Entourage as a fictionalized version of himself. The new series also stars Kevin Corrigan and features guest appearances by Natasha Leggero, Lorraine Bracco, Adrien Brody, Michael Rapaport, Wayne Newton, Criss Angel and Rita Rudner.

"With its six-episode run, we feel this comedy is ideally suited to being consumed all at once," said Gary Levine, president of programming at Showtime. "We're always looking for new ways to make our programming stand out, and we're confident that a Dice binge will appeal to both fans and skeptics alike and help spread the word about his very funny new Showtime series."

Showtime is also considering a similar tactic—releasing episodes in batches instead of weekly—with its upcoming Twin Peaks revival.

The all-at-once release of Dice 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. In January, TBS premiered the first season of comedy Angie Tribeca as a 25-hour marathon. Last summer, NBC became the first broadcast network to try the strategy when it released the full season of Aquarius following the drama's TV premiere.