Schools are looking for money ($10 video streams, etc) from a women's hockey fan base that they haven't built yet. How do they build a fan base? Well, a good start would be to stream women's hockey games online - all games - and do it for free. And do a real broadcast of it, with announcers who have actually seen a hockey game and can "talk hockey", and camera people who know how to shoot a hockey video. You can't go after a fan's money until you make them a fan.
I used this example before: you're in a grocery store and you spot that employee working the sample tray. You head over to try whatever it is they want to sell you, and the employee says even the sample will cost you $10. Say what? Samples sold = 0. Sales for the day = 0. No new fans. The same goes for a hockey program that's trying to generate a fan base. Charging $10 to watch a game online isn't going to get new fans, and won't even draw many already-established fans. Do free streaming well enough and maybe you'll generate some new fans, and get them to the arena (and the ticket booth, and concession stands).
During the free broadcasts, between periods, is a great time to promote the women's hockey program, too, and market to those potential new fans. Get creative, get viewers excited for more, make them want to be there. Pitch it as a great place to bring the kiddies on the weekend, have some family fun, bring your youth hockey team or your scout troop or whatever, all that good stuff. Look at video streaming as a promotional tool instead of expecting it to be a money maker.
End of early morning rambling.