Philippe Dauman Loves 'Sponge Bob, Square Pants'

NEW YORK (TheStreet) --It's always a bit strange to see Viacom  (VIA) CEO Philippe Dauman at investor conferences talking Sponge Bob Square Pants or Dora the Explorer.

The button-down Dauman, 59, whose style could be called aristocratic, may not seem like a natural fit for a children's television network yet alone MTV, the consummate young-teens, early-20s cultural powerhouse that keeps on giving some 30 years after it all but created the music video.

Yet Dauman is coming off of his best year ever at Viacom since taking over the entertainment company's day-to-day operations in 2006. Improved rating and a strengthening advertising market allowed Dauman to remake and refine his flagship networks, which have struggled when ratings have faltered.

"He's managed to institute a pretty good turnaround on the cable-network side and buy back a boatload of shares, and make it the best performing large cap media company last year," Tony Wible, an analyst at Janney Montgomery Scott in Philadelphia, who has a "buy" rating on Viacom shares, said in a phone interview.

Viacom, which is scheduled to report its fiscal first-quarter earnings before the market opens on Thursday, outperformed its Big Media peers - Time Warner (TWX), 21st Century Fox (FOXA), Disney (DIS) and Comcast (CMCSA) -- over the past 12-months, jumping an enviable 38%. If Wible is right that the advertising market is expanding faster-than-expected, Viacom could sustain that performance through 2014.

During the company's investor conference call, Wible said he expects Viacom executives to offer further details on its share buyback plans. Viacom purchased $2.7 billion worth of its own shares during the quarter ended September, when it doubled the size of its buyback program to $20 billion

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