It has started. I think more TV shows will end up going out to audiences in ways like, maybe establish and audience on a regular channel, then split to online media. Some will eventually start away from TV stations, maybe a few websites will become their own TV channels or listings sites, so the wheat can be sifted from the chaff shall we say.
Obviously this won't happen in quantity soon, I'm expecting a slow start, most companies and producers will no doubt wait and see what happens, some of the more adventurous will try it out and the results will determine how fast this will happen. I think it'll happen anyway, but the uptake will be set by these first experiments.