Entropy generation in an unsteady hydromagnetic Couette flow of a viscous incompressible electrically conducting fluid between two infinite horizontal parallel plates in a rotating system have been analyzed. Both the lower and upper plates of the channel are subjected to asymmetric convective heat exchange with the ambient following the Newton's law of cooling. A numerical solution for governing equations is developed. The influences of the pertinent parameters on the fluid velocity components, temperature, entropy generation and Bejan number are discussed graphically.