I guess I should re phrase when do you think mainstream media will treat games as any other media and give it the coverage it deserves?
It might take a long time; we'll have to wait until the people in power in the media are people who grew up when gaming was mainstream* and even then it might not be enough, since although gaming is common, it's still seen as as something geeky or a "guilty pleasure" by a lot of young people.
*Why do I say that? Because the people who are powerful in the media right now grew up before gaming took off and certainly before games with things like serious storylines were heard of, therefore their view of the way the world should be, which is usually formed when people are young, does not include video games. Games are something that came along when they were older, therefore they are something new and to be regarded with suspicion.