It's hardly a new thing. I remember watching Doncaster Belles live on chanel 4 about 30 years ago! They used to be on quite often too, Sunday 12 o clock! That was when almost all football was played on a Saturday. I watched it cos it was there.
I also went to a womens international game at Millmoor around 1991, England v Italy.
Its getting more exposure now and certainly more commercial funding.