More and more content providers are realising that they are no longer in thrall to individual commissioning editors at TV networks. Having been there myself in the past, this can only be a good thing... or can it ?
There are intrinsic challenges in making money from a great number of outlets, often over a longer period of time. The accounting for traditional television programming was pretty easy. It got produced, it got aired and the production company got paid.
Now, the challenge is to fund content up front and wait for the return... Already, dealing with the various existing outlets, from Joost to Truveo is a challenge, and it will become even a greater issue in the future as ever more complex commercial models enter the marketplace.
I fully expect to see a new breed of companies who offer services that, ironically, intermediate to ease the exploitation of content and, also, of a financial market for content similar to the current movie industry finance model.