In this paper the entropy generation and temperature gradient heat source effects on MHD couette flow with permeable base in the presence of thermal radiation, viscous and joule's dissipation is studied. An exact solution of governing equations has been attained in closed form. The influences of several parameters on the velocity and temperature profiles and entropy generation are analyzed through graphs. Bejan number for different values have been calculated and displayed pictorially. The skin friction coefficient and Nusselt number at channel walls are derived and discussed their behaviour through tables. The entropy generation increases with intensifying magnetic field or thermal radiation or empirical constant or Brinkman number.