Hrmmmmmmmmmmmmmm................ great questions. I have thought a lot about this obviously because of Chess.com :) I'd love to see chess become more mainstream and more popular with TV coverage, etc. Truth is, I'm not sure it can ever be "the next poker", which is the example I use of something similar that HAS reached huge success in mainstream media. Here are my reasons why:
#1 You need skills. To understand GOOD chess, you need to BE good at chess. With poker, however, the rules and play are so simple and it is so easy to follow a game, who could win, etc, that someone can understand it within 5 minutes. Not with chess though - it's too subtle!
#2 It takes too long. Chess games are long with a lot of silence and sitting in a chair. In poker there are cards being dealth, money being moved around, etc.
#3 Small wins. In chess the game isn't over until it is over. In poker there are frequent moments of resolution when the particular hand is over.
#4 Chance. With chess you win because you are better. There are no real "underdog" stories. In poker, someone who learned 3 minutes ago can believe they have a chance to win!
Those are just a few of my thoughts on it ;)
Here is a story about some chess players being featured on a nightly news program:
http://www.team4news.com/Global/story.asp?S=6711690&nav=menu90_3
What do you think? Will we see more stories like this on the news? Will chess get more publicity on television, or will chess never become successful on television?