Viacom, the company that also owns Nickelodeon, Comedy Central, BET and Paramount Pictures, has never had much involvement with sports programming. However, Viacom’s management has been working to turn around the company’s fortunes, and finding a new audience for its programming would have benefits for the company. MTV has posted six consecutive quarters of prime-time audience growth, its best streak in more than a decade, and this week it launched “Lindsay Lohan’s Beach Club,” which proved popular with younger audiences.
Source: latimes.com – Los Angeles Times