How to market to Indian consumers online

This is not a "how to" article...yet. It is more of a question right now: How do I market www.sportpass.tv/india to sports fans in India? We launched SportPass.TV globally a few months ago and started focusing specifically on India and Indian sports last month. The India section of our site has video content on sports like tennis, cricket, golf, formula 1 and more. It also has video about popular Indian athletes like Sachin Tendulkar, Sania Mirza and Jeev Milkha Singh. What I am trying to prove is that the MediaMerx system that powers www.sportpass.tv can create the best possible sports viewing experience for any and every sports fan in the world. We were able to accomplish this to some extent in the US when I worked at ESPN and launched ESPN360. Now, I don't have the luxury of the ESPN brand or content. I am also not bound to the same constraints as I was at ESPN. So, now what? Any advice is welcome. And I promise that once we solve this problem, I will put out an article called "How to market to Indian consumers online."