Four hundred and fifty volunteers in London are being sought for a six-month trial of high-definition broadcasts through digital terrestrial television.
The BBC and ITV will include all of their live World Cup matches in the test, and will join with Channel 4 and Five to offer packages of other shows.
This trial will be carefully controlled through the use of special frequencies and customised set top boxes.
Participants need an HD-ready TV set and can apply at www.bbc.co.uk/digital.
High-definition television provides a sharper, clearer and more colourful image than standard transmissions.
Low-power signals
The broadcasters taking part in this trial have chosen London because low-power HD signals on non-commercial frequencies can reach many homes without interfering with existing channels.
It is likely to be the only way to watch HD programmes on the digital terrestrial platform - Freeview - for the forseeable future because of a lack of available space.
The test is completely separate from several UK-wide trials previously announced by broadcasters and multi-channel platforms.
Cable company Telewest has already launched the UK's first HDTV service.
Sky will begin to install compatible set-top boxes in May, offering seven HD channels.
The BBC has also confirmed it will start a trial in time for the World Cup in June.
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