U.S.-based media giant Turner Broadcasting System on Thursday said it has decided to shut down its general entertainment channel Imagine TV. The company said, however, that it is committed to future investment in India. Imagine TV (in India) together with its international feed Imagine Dil Se will cease to operate from Thursday.

“Imagine TV has not performed and grown as per expectations. While some programmes delivered satisfactory ratings, overall the channel was unable to achieve the ratings consistency needed to sustain the business and support continued investment,” Turner International Managing Director South Asia Siddharth Jain said in a statement.

As a result, Turner made the carefully considered decision to cease operations of the channel, it said. NDTV Network, which earlier owned majority stake Imagine TV, exited the general entertainment space by selling its part in the channel to Turner International in 2010.

“The company remains committed to future investments and long-term participation in India,” Turner said. Turner International currently operates popular channels such as HBO, CNN, Cartoon Network, POGO, WB, TCM and Boomerang in India. “We will continue to be leaders in the media and entertainment industry and to explore expansion opportunities in this important market,” it said.