The cable companies that own In Demand have decided to close down their high-definition service Mojo HD, In Demand confirmed Tuesday.

The shutdown affects about 10 million subscribers. Some cable systems have already begun notifying viewers that Mojo will cease to be available.

“The Mojo HD channel was originally conceived as a way to satisfy consumers’ thirst for pure true high-definition programming,” In Demand said in a statement. “While Mojo HD accomplished this goal, there is a wealth of HD programming now available and thus we have chosen to discontinue the service.”

The firms that own In Demand now appear to have other priorities, including building an online video store for Time Warner Cable and Comcast.

Initially launched in 2003 as inHD and inHD2 when little HD programming was available, the channels were rebranded in 2007 as Mojo.