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 Cowardy Custard Cowardy Custard is a musical revue and was one of the last Noël Coward shows staged during his life. It was devised by Gerard Frow, Alan Strachan and Wendy Toye. A book, also titled "Cowardy Custard", was published in connection with the revue, similarly celebrating the Coward image. The biographical revue premiered in London in 1972, running for 405 performances. A revised version toured in the UK in 2011. The term "cowardy custard" is a taunt used by children in the UK equivalent to "scaredy cat" in the US. The working title of the show was "Cream of