Wire coating process is a continuous extrusion process for primary insulation of conducting wires with molten polymers for mechanical strength and protection in aggressive environments. In the present study, radiative melt polymer satisfying third grade fluid model is used for wire coating process. The effect of magnetic parameter, thermal radiation parameter and temperature dependent viscosity on wire coating analysis has been investigated. Reynolds model and Vogel's models have been incorporated for variable viscosity. The governing equations characterizing the flow and heat transfer phenomena are solved analytically by utilizing homotopy analysis method (HAM). The computed results are also verified by ND-Solve method (Numerical technique) and Adomian Decomposition Method (ADM). The effect of pertinent parameters is shown graphically. In addition, the instability of the flow in the flows of the wall of the extrusion die is well marked in the case of the Vogel model as pointed by Nhan-Phan-Thien.