The fully developed steady flow of an electrically conducting as well as heat-generating/absorbing fluid, in a horizontal rotating channel in the presence of viscous dissipation, has been studied. Further, the flow is subjected to shearing impact due to the motion of the upper plate. The effects of various parameters characterizing the translating and rotating flow and heat transfer phenomena, based on analytical solutions, are depicted with the help of graphs and tables. The solution of the boundary value problem has been carried out analytically and computations thereof with MATLAB code. The outcomes of the present study find applications in the motion of the rotor blade and turbine. The important findings are: the moderate speed of rotation gives rise to inconsistency in heat transfer, a transition state between low and moderately high speed, hence speed of the channel is to be taken care of for smooth and consistent heat transfer; the effect of entire values of Eckert number persists on the temperature distribution; the higher magnetic field intensity gives rise to convex type of temperature field (rise in temperature) resulting thicker thermal boundary layer; whereas the reverse is the case in the presence of sink. Most importantly, the inconsistency of heat transfer at the bounding surface is due to the interaction of electromagnetic force with the rotation of the channel.