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24/7 Wall St.: 10 Brands That Lost the Most Value

7. MTV

Pct. brand value decline: 12%

Brand value: $5.6 billion (67th)

Parent company: Viacom Inc. (NASDAQ: VIAB)

1-yr. change in revenue: 9.7%

Industry: Media

Does the M really belong in MTV anymore? Interbrand notes that MTV continues to steer further away from its musical roots and continues to experiment into low-cost content, leading to an “identity crisis.” The agency added, “MTV would do well to push the boundaries and recapture some of its lost edge — the very thing that made it a household name more than 30 years ago.” Even some of its staple programming is hitting turbulence. "Jersey Shore," which became the most popular show in the history of MTV, started declining in the ratings in the beginning in 2011. The show will now come to an end following Season 6, which will premiere Oct. 4. Meanwhile, the ratings for the MTV Movie Awards in June were down 29% from a year ago.

(Photo by Jordan Strauss/Invision/AP)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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