BBC Two of competition since ITV's launch in 1955, and both had aimed for a populist approach in response. The 1962 Pilkington Report on the future of broadcasting noticed this, and that ITV lacked any serious programming. It therefore decided that Britain's third television station should be awarded to the BBC. Prior to its launch, the new BBC2 was promoted on the BBC Television Service: the soon to be renamed BBC1. The animated adverts featured the campaign mascots "Hullabaloo", a mother kangaroo, and "Custard", her joey. Prior to, and several years after, the channel's formal launch, the channel broadcast "Trade Test Transmissions",
Cowardy Custard Coward", but Coward cabled the producers three months before the opening from his home in Jamaica suggesting "Cowardy Custard". He vetoed an alternative suggestion, "This Is Noël Coward", which he said was too close to "This "Was" Noël Coward". Telling the story of Coward's life through song and biographical snippets, the revue was billed as "An entertainment featuring the words and music of Noël Coward". The Coward numbers featured are songs and scenes from Coward's works of the 1920s to the 1960s, including "You were there", "Mad About the Boy"; "The Stately Homes of England", "I Wonder What Happened to