Fitch rates Viacom notes BBB

Fitch Ratings said it assigned a BBB rating to Viacom Inc.'s senior unsecured note offering.

The outlook is stable.

Proceeds will be used to pay down existing debt.

The agency said Viacom's ratings and stable outlook are supported by the company's strong cash-generating ability, leading positions in numerous targeted demographics, solid carriage positions with the multiple service operators and overall global prominence of its brands.

Concerns include weak total day ratings at MTV and an increasingly fragmented landscape for some of Viacom's key targeted demographics, secular challenges related to time-shifting, exposure to cyclical advertising and the inherent volatility of the movie business, Fitch said.

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