In an exclusive interview to HindustanTimes.com, Ray Reed, Director of Communications, Taj TV, asserts that Ten Sports has zero-tolerance policy for any kind of racial prejudice.
He was reacting to the comments made by Dean Jones during day four of the second Test between Sri Lanka and South Africa, which were made during a commercial break.
Since Supersport in South Africa did not take the break, the comments were heard all across the country.
Reed said the reason why Ten Sports terminated Dean Jones freelance contract with immediate effect was "because the comments were highly offensive in nature and have no place in cricket, sport and society as a whole and we deeply regret that such comments were broadcast".
"We also immediately issued a full apology to all the affected parties and this was broadcast on air this morning," Reed added.
He said Ten Sports was reviewing its system to ensure such "offensive and insensitive remarks do not happen again".
Meanwhile, the CEO of Cricket South Africa Gerald Majolahas lauded Ten Sports for sacking Dean Jones immediately.
In an e-mail to CEO of the sports channel, Chris McDonald, he wrote: "We commend Ten Sports for the immediate dismissal of Jones and for the public apology that was issued before the start of play today".
"The apology from Ten Sports and its stated commitment to create harmony within communities as a broadcaster is accepted and welcomed by Cricket South Africa," Majola said.
"Our strong views, however, remain concerning the unacceptable conduct of Jones," he added.