Via Broadcasting & Cable:

MTVN's record of stunning double-digit–percentage cash-flow growth is in trouble. Ad dollars started slowing earlier this year for the unit, which goes forward facing a much softer market for cable advertising. Nielsen ratings are mixed. Top executives are urgently scrutinizing every cost, right down to curtailing bottled-water deliveries.

As evidenced by the branded mineral water schwag produced for the MTV Video Music Awards [above], perhaps it's not the bottled water delivery that's at issue.

An Rx for MTV [B&C]