In an effort to counter rival Netflix's entry into the Australian market, cable TV's Foxtel will launch the third season of the critically acclaimed US women's prison drama Orange is the New Black by screening every episode in a full season marathon. A kink in the agreement with US studio Lionsgate - under which both Foxtel and rival Netflix share the rights - allows Foxtel to offer episodes of the series as an on-demand streaming title as well. Pedestrian.TV website reports that the one lingering issue that adversely affects Netflix's operations in Australia is pre-existing distribution deals cut for its original shows in markets where, previously, it didn't exist. Taylor Schilling (left) is the main character in Netflix series Orange is the New Black . In Australia, this applies to the way Orange is the New Black was shown 'legally' in the country, leaving the door open for Foxtel to screen the series. Foxtel's priority distribution is the traditional one episode at a time airing method. And all episodes must air in this manner before they can offer the program as an on demand option. However, when the third season of the prison drama premieres on Netflix on June 12, Foxtel will also begin showing the entire season in one continuous marathon, beginning at the same time. The established prison drama is currently one of Netflix's flagship TV shows . Doing this means that when the marathon is completed around 14 or so hours later, Foxtel can then upload the entire season and offer the episodes on an on-demand basis for customers. The popular TV series is based on the book of the same name, by Piper Kerman, about a woman who is sent to prison for a crime she committed in her youth. It's a cast that includes Taylor Schilling, Kate Mulgrew, Natasha Lyonne and Australian actress Yael Stone. The TV series is about a woman who is sent to prison for a crime she committed in her youth . The Sydney Morning Herald reports that former MTV Australia and Foxtel presenter Ruby Rose appears in the show's third season, reportedly as a prisoner who becomes in involved with both Piper (Schilling) and Alex (Laura Prepon). In the US, the series is one of the major titles for Netflix there, though the organisation recently clashed with the Academy of Television Arts and Sciences, which controls the Emmy Awards, over whether the show is considered a comedy or a drama. The upshot is that Orange is the New Black must now compete as a drama at this year's Emmy Awards, a move which means the series will compete directly against Netflix's other flagship show House of Cards. In the US, the series is hugely popular and is one of the major titles for Netflix there .
Foxtel to screen critically acclaimed US women's prison drama .
Cable TV organisation will screen every episode in a full season marathon .
A kink in the agreement with US studio Lionsgate has created a loophole .
It allows Foxtel to offer episodes of the series as an on-demand option too .
Former MTV Australia and Foxtel presenter Ruby Rose to appear in series .