Turner Broadcasting System Asia Pacific (TAVP) has announced the closure of its Hindi entertainment channel, Imagine Dil Se.
The channel, which broadcasts as Imagine TV in India, has failed to perform and sustain in the highly competitive market.
Turner International managing director- South Asia Siddharth Jain said, “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. As a result, Turner made the carefully considered decision to cease operations of the channel.”
Jain further said, “The company remains committed to future investments and long-term participation in India. As one of the largest global media companies operating in India, Turner has enjoyed a successful track record in delivering high-quality, compelling and entertaining content to our local audiences over the course of three decades. We currently operate some of the strongest media brands in India, including HBO, CNN, Cartoon Network, POGO, WB, TCM and Boomerang. We will continue to be leaders in the media and entertainment industry and to explore expansion opportunities in this important market.”
Imagine TV, which was known as NDTV Imagine before Turner Asia Pacific Ventures (a wholly owned subsidiary Turner Broadcasting System) bought the channel in 2009, has struggled in the ratings. Turner completely acquired NDTV Imagine in February 2010 and renamed it as Imagine TV.
In the UK, Imagine Dil Se has done incredibly well in a highly saturated market. The channel changed the game for free-to-air channels, with others following to jump on the successful wagon. Imagine Dil Se remains a comfortable number two in the UK behind Star Plus, in terms of official viewing ratings from BARB.
The channel will begin re-runs of old shows from this weekend with all pending shows including ‘Veena Ka Swayamvar’ being scrapped.
The channel is yet to confirm the date it will be turning off its transmission.