Wall Street: ADRs Media shares falter at close;

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CHICAGO (AFX) -- Most media and entertainment stocks were lower Thursday, with Viacom joining the losers after an earlier pop on positive comments from Goldman Sachs.

Goldman Sachs analyst Anthony Noto began coverage of the new Viacom with an outperform rating, telling clients he sees potential 20% upside in the shares.

Noto said Viacom will be the fastest return on investment capital among large-cap entertainment companies through 2010, driven by "largely must-have cable networks," an underleveraged entertainment business, and a "solid positioning and strategy" to migrate its brands to the Internet and mobile devices.

Earlier this month, Viacom completed its breakup into two publicly-traded entities, with its filmed entertainment and cable network assets contained under the Viacom umbrella, and its broadcast television and radio properties included as part of the new CBS Corp. .

Viacom shares were up as much as 1% but ended up down the same amount at $41.58. CBS was hit for a loss of less than 1% to $25.99.

News Corp. , lost 1% to $16.97 and Time Warner tripped 9 cents to $17.48 but Walt Disney Co. tacked on 8 cents to finish at $25.64. This story was supplied by MarketWatch. For further information see