At the 23rd Congress held in 1966, the names of the office of First Secretary and the body of the Presidium reverted to their original names: General Secretary and Politburo, respectively. At the start of his premiership, Kosygin experimented with economic reforms similar to those championed by Malenkov, including prioritizing light industry over heavy industry to increase the production of consumer goods. Similar reforms were introduced in Hungary under the name New Economic Mechanism; however, with the rise to power of Alexander Dubček in Czechoslovakia, who called for the establishment of "socialism with a human face", all non-conformist reform attempts in the Soviet Union were stopped.