I don't know that we'll ever hear it on TV. As a tobacco product, there are very stringent restrictions on where it can be advertised and TV is verboten, nor will we soon be seeing the Ego Open Tennis Tournament.
As the song goes, "It ain't necessarily so."
There are no restrictions on e-cigarettes yet. The courts have recommended that the FDA regulate the products as tobacco products, but that has not come to pass. The FDA still considers them drug-delivery devices.
I have already seen advertisements for e-cigarettes on one cable channel (sorry, I don't recall which one).
But even if the FDA were to announce today that it intends to regulate e-cigarettes as tobacco, they would need to promulgate new regulations for the products. Many of the existing restrictions apply to specific types of tobacco products. Maybe Bill knows which regulattions would automatically come into play?