Showtime Takes New Digital Approach With Andrew Dice Clay Series 'Dice'

This April when Andrew Dice Clay’s new comedy bows on Showtime (CBS Corporation (NYSE: CBS)), it will do so with a unique twist.

While audiences can watch the series Sunday nights at 9:30 starting April 10, they will also have the ability to watch all six episodes online that same day. In addition to a weekly run, the CBS owned premium channel is looking to give digital viewers a little extra bonus.

The semi-autobiographical series follows the life of the comedian as he tries to re-start his career from his home base of Las Vegas. Kevin Corrigan co-stars while Lorraine Bracco, Adrian Brody, Michael Rapaport and Vegas mainstay Wayne Newton will guest.

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The Strategy

In a statement, Gary Levine told customers the idea to stream “Dice” made sense since it was short episode order.

“With its six-episode run, we feel this comedy is ideally suited to being consumed all at once. 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.”

Many networks have tried to shift how its shows air as of late by looking outside the traditional methods. NBC (Comcast Corporation (NASDAQ: CMCSA)) attempted a similar strategy to what Showtime has in mind for “Dice,” with its summer series “Aquarius,” but saw mixed to negative results.

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