Badge, '7 is revolting', metal, maker unknown, used by Channel Seven, Australia, 1969
This badge has significance as a reminder of the 'Seven Revolution', a campaign launched by Bruce Gyngell after he left Sydney's Channel Nine in 1969 and took over as managing director of Channel Seven. Anticipating a legal ruling that the joint buying of overseas TV programs by commercial stations was illegal, Gyngell signalled a splurge on new programming (largely British comedies and overseas specials). The Seven Revolution was an innovative exercise in promotion and marketing. At the start of a new and vital decade, Seven claimed to be revolting against mundane, rigid weekly programming. Each week would be different and exciting.
Seven issued promotional badges bearing its new slogan '7 is revolting'. The station's personalities, including Rex Mossop, Bruce Webster and Noel Ferrier, were dressed for promotional photographs as Fidel Castro-style revolutionaries, complete with caps, beards and cigars.
Gyngell did away with the concept of Melbourne's HSV7 and Sydney's ATN7 - it was now the Seven Network, complete with new logos and station IDs. Until then television promos usually consisted of a static slide listing the next programs. Gyngell developed the concept of showing excerpts from forthcoming programs as short trailers. Nine had been well ahead of Seven in 1969, but after its 'revolution' Seven won the first survey in February 1970.
Bruce Gyngell was a towering figure in the first three decades of Australian television. It was Gyngell who appeared on Sydney's Channel Nine saying 'Ladies and gentlemen, good evening and welcome to television' to introduce the first night of official broadcasting. He was Program Manager at Channel Nine from 1957, working under Managing Director Ken G Hall, whom he replaced in 1966. He resigned in 1969 and moved to Channel Seven. On 16 September 1969 he launched the 'Seven Revolution' with a speech and a program-buying spree. Later Gyngell became the first Chairman of the Australian Broadcasting Tribunal and the Head of Television for SBS.
Made for Channel Seven, 1969. Maker unknown.
Kevin Riley worked at Channel Seven in Sydney as a technician for many years. He obtained this badge during the 'Seven Revolution' campaign. Mr Riley lent the badge to the Powerhouse Museum for display in the exhibition 'On the box: Great moments in Australian television' and subsequently donated it to the Museum.