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Viacom’s MTV, which transformed itself from being the pioneering purveyor of videos to a -service entertainment channel, has seen its dwindle slowly but steadily in recent quarters. Nickelodeon, a destination for kids, has had relatively flat .
In the quarter, according to Research, MTV generated an average rating of 0.6, or about 688,000 viewers, down from the same quarter a earlier, when it got a 0.8, or an average of 826,000 viewers.
Among 18-49 year olds, MTV’s average viewers slipped to 486,000 from 545,000.

“I think one of the reasons is that so many channels now getting into the realm of popular culture, which has been one of MTV’s strong suits,” said Rebecca Erlich, media at agency StarLink Worldwide in .

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