I became a fan of 30 Rock, which I now watch on Netflix Instant Play, by watching Hulu.com. The show continues to air on broadcast television.
As my relationship to the show changed, so did the way I wanted to consume it. If most audiences go through similar phases, it may be possible to provide simultaneous access to the same show via different platforms without depressing demand on any one platform. The files may be the same but the audiences are different.