Read this: The business pressures behind Channel 4s joint venture ambitions |Media |guardian.co.uk
Summary: Channel 4's protracted search for financial security involves strengthening its position in the recession-hit television advertising market. Cutting overheads and gaining extra market power are increasingly important. Even if C4 only got the UKTV portion of that 7.15, that could see C4's respected sales team increase its reach to control close to 30 of the market. - guardian.co.uk
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