To release or to not release full seasons of scripted show for binge viewing was a question several cable network and OTT service executives wrestled with recently, coming to differing opinions.

OTT service Netflix, which accelerated the phenomenon of launching a full season of a series’ episodes at one time with the debut of Emmy-nominated shows House of Cards and Orange Is the New Black, is fully committed to continuing to allow viewers to binge its shows.

Competitor Amazon is also binge-releasing its original series, albeit reluctantly, according to the company’s director, Roy Price. He told AdWeek that he worries about losing the “pleasurable anticipation” of the next episode when you offer everything all at once, but concedess that viewers are used to getting all episodes of Transparent and other Amazon shows when they debut on Amazon Prime.

And viewers love to binge. More than 30% of viewers surveyed in a recent Tivo Spring 2015 Binge Viewing Survey said they deliberately put off watching an entire season of a show until they can watch the whole season at once, a slight increase from the 2014 survey.

In addition, 39% said some shows are better watched back-to-back, according to the survey.

Yet OTT service Hulu still believes in building viewership for a series on a week-to-week basis and will not consider releasing entire seasons of its original shows. Hulu content chief Craig Erwich said during the recent Television Critics Association tour that the service wants to preserve the “water cooler” experience that comes with watching shows on the traditional weekly TV schedule.

Even cable networks are getting in on the act. Starz recently said it will test the binge-viewing phenomena this fall when it launches all new episodes from the final season of drama series Da Vinci’s Demons and the first season of dance-themed series Flesh & Bone on its Starz Play TV Everywhere service prior to each show’s debut on the Starz pay TV service.

Turner Broadcasting is taking a slightly different tack. It will release the first four episodes of TNT's new drama Public Morals the day after the series premieres on the network Aug. 25.

For the foreseeable future, content distribution companies will continue to go back and forth over the binge-releasing strategy as they continue testing the best ways to engage viewers in an ever-evolving home entertainment marketplace.

Turner Broadcasting System is offering on-demand sneak peeks of several upcoming series in an effort to lure so-called binge-watchers to the network.

Turner will cue up the first four episodes of new TNT series Public Morals on Aug. 25, a day after the series premieres on the network plus brand new episodes of truTV's Friends of the People before their TV debut. Beginning this week, every single episode of all seasons of truTV's Impractical Jokers and TNT's Cold Justice will be made available on a variety of platforms and devices including online and on mobile devices, giving viewers control over how they watch – whenever and wherever they want - as part of Turner's TV Everywhere offering.

This marks Turner’s first foray into the binge-watching phenomenon that was pioneered by Netflix – releasing multiple episodes or entire seasons of series in one swoop. TNT viewers will be able to watch the Public Morals episodes on the Watch TNT mobile app, www.watch.tntdrama.com and on participating TV providers websites and apps.  Additionally, TNT will make every episode of the real-life investigative series Cold Justice available on demand to allow fans to binge-watch the past two seasons leading into the season 3 finale on Sept. 18. Episodes currently airing from season 3, which premiered on July 31, are made available on demand the day after their TV debut and will stay up through the finale, giving fans the option to catch up on the entire series all at once.

"Turner is embracing a different approach to the way programming is traditionally released and providing our audiences with multiple binge-viewing options in order to enhance their TV experience," said senior vice president of business & product development at Turner Content Distribution (TCD), John Harran in a statement. "Taking a creative approach to on demand programming and listening to viewer behavior, as well as working with our distribution partners to reach as many of their subscribers as possible, is a strategic way to engage audiences who have become accustomed to these new ways of viewing content."

TruTV will offer their audience the ability to watch every single episode of the hit series Impractical Jokers – seasons 1 through 3 – on demand beginning this week, leading into Jokers Week and the Impractical JokersLive Punishment Special celebrating the 100th episode on Sept. 3. The network also will make every single regular-season episode to date, as well as Impractical Jokers specials, available via VOD and digital on-demand, facilitating binge-watching via www.trutv.com/watch, the Watch truTV mobile app and set-top VOD. Additionally, starting on Aug. 5, truTV offers fans a sneak peek of two brand new episodes of Friends of the People before their TV premiere giving fans the option to binge on a number of episodes at once.