I have always thought while MVNO model is an interesting idea but failed to understand the business model behind it. Mobile ESPN which was launched in the US and had all about 30,000 subscribers closed its shop here and have setup shop of all places in India as ESPNStar Mobile. But there's something different this time around - instead of going the full fledged MVNO route, they are going to offer this as a WAP service to various cellular providers.
I'd think in a Cricket obsessive country like India, people would love such a service so that they can keep track of the games & scores live. Would be interesting to keep an eye on this. I think this has got potential.