Ok, I have my money on what Cappytan said. Since we are all speculating here. And I will give a background as to why is possible.
JW Broadcasting was a pilot. Pilot is over and is now permanent. Meaning that in order to reach everyone they need to become the next Netflix. Not economically possible if you are not charging a service fee. Even netflix manages to do this but is not easy. Their network had to be engineered over years, just to support the streaming part, let alone producing the content. I know, I am about to get a Netflix appliance in my network to save streaming costs and I usually talk Netflix engineers at network conferences.
Reaching a household in this fashion, not only will mean a huge infrastructure investment but also means you have to push the viewer to want it so bad they are willing, not just to buy a device, but also learn how to use it. Not everyone is up to speed with technology, especially in JW land and not everyone around the world can get the tech or cheap internet to watch it.
If they manage to put it on the air, chances are the audience will probably increase almost immediately. I know my mother in law would probably turn that channel on all day long. Good thing I don't have cable. Besides this, DirectTV and Dish have other programs for selling. As an internet provider, if you want to offer triple play service (Data, voice and video) but your network can not support the video portion (IPTV), DirectTV and I believe DISH too, offer a partnership program. You do the sales and billing, they do the support and you collect a portion of the revenue. Sounds like something the WT would want? I know my employer is considering getting into that program. Not difficult at all. Imagine the next letter to the congregations? Buy DirectTV at a discount, get JW live! What a blessing from Jehovah! you can help the world wide work while watching your favorite TV shows !!
And if the channel is on DTV... are you not able to stream it to any of your devices? Not sure because I do not have their service. I cut the cord a long time ago. But if so, what better way to off load your network than to have DTV do it for you?