The chief executive of Channel 4, David Abraham, has expressed in a congregation entailing the UK's biggest advertisers for his self-help program as now the broadcaster feels to include more sensible commercial partnerships one of which was the deal planned yesterday to sell UKTV's ads.

The channel 4, chief executive for the first time made his first public speech with is appearance about his foresight for Channel 4 since his joining the group on 4th May during the annual lunch for the advertising trade group Isba, expressed that the anchor was not anticipating to be rescued by external help.

He further added that the two of them, he and the new Channel 4 chairman Lord Burns are pretty sure that in these blunt times C4 requires to aim on helping itself, as they don't want to scan the horizon for the cavalry.

Further David did get on to the points of sheer connotation of the hugely projected deal made public yesterday for the Channel 4 Sales to conquest the advertising contract for UKTV's portfolio of channels from next year.

However the 10 years contract that started next year, shall define Channel 4 Sales financial books for approximately 30% of the UK TV ad market and to build its place sturdy in airtime trading deals viz-a-viz competitors like Sky and ITV.

David further entailed in his speech that the Channel 4 board is predominantly focusing on a self-help agenda.

But it would be foolish to avoid the chance to craft rationale commercial acquaintances with others where the opportunity seems to budge in and makes good strategic sense.