MICHAEL GRADE, chief executive of Channel 4, last night championed the

cause of the BBC as a standard-setter for the rest of the industry and

at the same time launched a blistering attack on the present hierarchy

of the corporation. He described John Birt, Director General-designate

as being like a Trappist monk, and the present incumbent of that post,

Michael Checkland, as a lame duck.

Delivering the keynote James MacTaggart Lecture at the launch of the

Edinburgh International Television Festival, Mr Grade, himself once a

candidate for the DG job, said:

''I hope that everyone here will agree that it is not too late to

begin an open and aggressive campaign to ensure that the BBC doesn't

just survive as a shadow of its former self, but moves confidently into

the next century still able to do what it does best -- giving the whole

of the British public the best radio and television service in the

world.''

Mr Grade claimed that BBC staff used to say that ITV might be rich but

the BBC were bold. ''But in recent years that boldness has been replaced

by an enervating caution which starts at the top and quickly becomes the

culture of the whole organisation.''

The BBC's timidity was, perhaps, understandable when it was remembered

the terrible battering it had taken from the Thatcher Government and its

supporters over the last ten years or so.

It was perhaps significant that while Mr Grade was on this annual

platform for the industry speaking in support of the BBC and the

continuance of a licence fee, the corporation's most senior management

were not present.

''Present editorial policies are subject to death by a thousand

whispers,'' he said. ''Creative talents can no longer look to the top of

the BBC for support when they most need it.''

He said that Mr Checkland was originally appointed by a board chaired

by the present chairman (Marmaduke Hussey) and he won the job against a

field ''of Jeremy Isaacs, David Dimbleby, Brian Wenham, Anthony Smith

and myself.

'' We all had a very fair chance to offer our vision to the governors

who then made their choice.''

'' This time, however, it had been decided to deal with Michael

Checkland's future and the succession at a private dinner where the

chairman insisted on the early appointment of John Birt. No board, no

interviews, no manifestos. ''Other potential and well qualified

candidates, particularly inside, were ignored,'' said Mr Grade. ''This

raises the question of whether an issue of such magnitude should have

been decided over port and cigars.

''And what so-called business would ever have found itself at a

crucial time in its history with virtually two chief executives for

eighteen months -- the one a lame duck, the other a Trappist monk unable

to speak in public. How do the staff know who they are working for?''

Later Mr Howell James, BBC director of corporate affairs, said:

''Michael Grade caricatures some of the ideas that have been discussed

without properly considering the arguments behind them and seemingly

offers only that the BBC should respond to change by staying the same.

''The Royal Charter does not expire until the end of 1996. This autumn

the Government will issue its Green Paper and the BBC will publish a

very full and detailed document setting out its case.''