Viacom's (VIA.B) B shares sold off on Thursday following the distribution of the media conglomerate's fiscal Q1 numbers. It's a shame. The stock has been doing really well, as can be seen by this chart. It would have been good if the shares had rallied with the data. That's all right. Even though the equity closed down almost 1% to $43.55 on active volume, it's still not too far away from the 52-week high of $45.29.

Is the price action a signal to sell? Well, I can't say I was blown away by the earnings news. According to the corporate release, adjusted profit from continuing businesses went down 11% to $1.02 per share. Okay, fine, a drop was already on the radar. In fact, the Associated Press says that the bottom line was four pennies ahead of the forecast.

Viacom's B shares (VIA.B) hit a new 52-week high of $43 on Friday during the intraday session (it eventually closed at $42.28). This is a stock I watch fairly regularly, and it's looking like it wants to make a run to even higher heights.

The equity has done well since hitting a 52-week low of $27.89 nearly a year ago. The twelve-month chart shows the stock's escape from a sideways-trading pattern. You can't help but call the media company attractive from a technical viewpoint.

I also find the business to be interesting from a valuation perspective. Even with the appreciation in price, the shares are arguably not too expensive.

Viacom (VIA.B) is seeing a bid today. The B shares are up, at the time of this writing, by 3.4% to $39.40. The 52-week high is currently set at $39.76, and it was hit during the intraday session. A look at the chart shows a stock that has been breaking through new trading levels.

Will it continue to do so? Well, the third-quarter numbers show something of a mixed bag, in my opinion. Adjusted earnings from continuing businesses increased a mere 6% to 75 cents per share. That was enough to beat the estimate of 70 cents per share, as indicated in this Associated Press article.

Viacom (VIA.B) issued a press release at the beginning of the month touting MTV's excellent summer. The cable asset is apparently very satisfied with the ratings generated by some of its famous franchises.

Management said MTV's performance from June through August was the best in three years. Ratings increased 16% on a year-over-year basis during that time period. Without checking, can you guess what was highlighted near the top of the release? I'm sure Jersey Shore immediately came to your mind. The show engaged 5.8 million total viewers at its series high.

I've been thinking about the whole Jersey Shore zeitgeist. You know the show. It's on Viacom's (VIA) MTV. It's a huge hit, everyone is talking about it and its stars (Snooki, The Situation, etc.). It also was mentioned in a recent conference call the media company had with investors.

It was reported that the cast was able to significantly increase its salary for the reality series. When I first heard about the demands, I mused to myself that this was a grand opportunity for Hollywood to say no to minor celebrities. After all, it's just a reality show, folks. Even though Snooki is immensely popular, there are many more Snooki-type individuals out there. Dime-a-dozen comes to mind when thinking of the goofy girl with the poofy coif.

Viacom, Inc. (VIA) recorded a significant increase in per-share profit in the fourth quarter. On an adjusted basis, earnings from continuing businesses increased over 40% to $1.09 per share. The call on Wall Street was for only 88 cents per share.

Sure, that's a wide margin for the beat, but in many ways, the Viacom story is a precarious one to buy. There are two major divisions in this company: media networks and movies. Operating income at the former went up 3% in Q4, while profit at the latter increased over 250%. Viacom had a strong theatrical film slate in 2009, and it is reaping the financial windfall from that slate in the ancillary markets.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• CBS Corp. (NYSE: CBS) reported that Q3 revenue was flat while earnings and cash flow declined.
• Clorox Co. (NYSE: CLX) reported better-than-expected Q1 earnings, helped by healthy gross margins.
• Comcast Corp. (NASDAQ: CMCSA) posted better-than-expected Q3 earnings with modest revenue growth.
• Dean Foods Co. (NYSE: DF) Q3 revenue missed estimates but earnings came in better than expected.
• Expeditors International of Washington Inc. (NASDAQ: EXPD) traded lower after its Q3 earnings miss.
• Garmin Ltd. (NASDAQ: GRMN) beat earnings estimates in the week after the Google Navigation launch.

Sounds good, doesn't it? Well, the company's A shares are down slightly as I write this by about 0.6%, and the B shares are just about flat. Like I say, if the broader indexes were in an uptrend this afternoon, we probably would have seen a pop in the stock.

A new executive team is trying to bring MySpace back to its former glory. By focusing on music, videos and games, it hopes to recapture some of its luster. With the MySpace refugees mounting, it's time for some new blood to make some brilliant, future-changing decisions. This week, the company is holding a conference for its global ad sales team to explore ways to bring in traffic and beef up ad spending.

MySpace is poised to haul in $495 million in ad revenue this year, down 15% from last year's $585 million, according to research firm eMarketer. In August, MySpace attracted 64.2 million unique visitors from the United States, off 15% from August 2008, according to comScore, while Facebook pulled in 92.2 million unique U.S. visitors – up more than 100% year-over-year.

Viacom (NYSE: VIA), a media company whose rivals include Disney (NYSE: DIS), Time Warner (NYSE: TWX), News Corp. (NASDAQ: NWS), and General Electric's (NYSE: GE) NBC Universal, had a lousy second quarter. True, you can blame a lot of it on the recession, I suppose. But somehow I get the feeling that management should be trying at least a little harder.

Revenues declined 14%. Earnings per share, with adjustments, dipped 23% to 49 cents. According to Reuters, analysts were looking for 48 cents per share, so we've got the proverbial beat-by-a-penny situation happening here. Should we be impressed? Well, I'll tell you, how can a shareholder be impressed with a 12% decline in operating income for the media division (this includes the MTV Networks) and an operating loss in the film division? Last year, the film department saw a nice operating profit!

If Viacom's (NYSE: VIA) first-quarter earnings were a sweeps program, it probably wouldn't achieve a high rating. That's because the plot of the press release's narrative centered on one depressing theme: decline.

Let's begin at the top. Sales decreased 8% (you're about to switch the channel already, I know). Operating income was down by 22%. And adjusted income decreased 34%. Income at the media division was down 9%, and the loss in the film department nearly doubled!

But, hey, profits beat estimates, at least. According to Bloomberg, Viacom was only supposed to do around 25 cents per share. In fact, shares of Viacom rallied over 5% in the after-hours session Thursday on the news.

The boobs who watch Comedy Central and MTV on Time Warner Cable (NYSE: TWC) will not have their viewing pleasure interrupted. Viacom (NYSE: VIA), the parent of the two content networks, has come to a financial deal with TWC to keep the programming on the air. Viacom wanted more money for having its shows on the cable system. It looks like it got that additional cash.

According to The Wall Street Journal, "Viacom had publicly threatened to pull its networks off Time Warner Cable's system on New Year's Eve in a bid to win higher payments from the cable giant in its negotiation over carriage fees."

Both parties can claim that they walked away with something good. Viacom gets more money for its programming. TWC keeps shows that are appealing to its paid subscribers. That means that what TIme Warner customers pay for the service over time will probably go up to offset the higher fees to Viacom, but not more than a dollar or two a month.

It is too bad that the programming was not taken down. People in front of their TVs, sitting in lounge chairs six or seven hours a day, might have been forced to get up and exercise or volunteer to help the poor. Instead they get the intellectual benefit of watching Beyonce and Britney Spears.

Douglas A. McIntyre is an editor at 247wallst.com.

Viacom (NYSE: VIA), a media business that competes with Disney (NYSE: DIS), Time Warner (NYSE: TWX), News Corp. (NYSE: NWS), General Electric's (NYSE: GE) NBC Universal, and Sony (NYSE: SNE), doesn't have a lot to brag about in its third quarter. Revenue went up only 4%. Adjusted earnings fell 15% to $0.55, beating expecations by a penny. But I doubt that's much comfort in this particular case, considering that operating income at the company's media networks division dipped 4%, and an operating loss was reported for the studio division due to difficult comparisons (i.e., Transformers helped the year-ago quarter).

Like clockwork, Executive Chairman Sumner Redstone praised Viacom's content and fully supported CEO Philippe Dauman. Maybe Redstone should take a strong look at Viacom and sit the CEO down and have a serious discussion with him about the realities of entertainment programming. Right now, MTV is suffering from ratings challenges. Dauman has to step up his game in this regard.

I mean, come on, MTV is a powerful brand with the youth, and he needs to lean on the folks running it to work harder and become more innovative and creative. I will say that I liked that the earnings release mentioned a desire to engage better cost controls at its studio division. Paramount definitely needs to lower overhead expenses. Hollywood likes to spend money; shareholders most certainly do not. So I think Redstone should aggressively make this clear to Dauman.