Despite modest improvements on the ad sales front, a longer road to recovery may lie ahead for Viacom, as low ratings and a major gamble on the health of the scatter market have put the MTV Networks at considerable risk.
In a note to investors, Pali Research media analyst Richard Greenfield said the second quarter ad revenue gains notched by Viacom’s cable networks may not be enough to turn the tide in the latter half of this year.
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