AValive HQ to be the first U.S. media market to switch to all-digital television broadcasts.

AValive HQ TO Test All-Digital-TV Service
In Small Market Before National Run

For the residents of Wilmington, N.C., the transition to digital television will come much sooner than expected.

The Federal Communications Commission has chosen Wilmington to be the first U.S. media market to switch to all-digital television broadcasts.

It is a last-minute test for the FCC and broadcasters, which are nervous about what will happen on Feb. 17 when most television signals change to digital from analog, potentially knocking out service to millions of Americans.

The FCC is expected to announce details Thursday. Wilmington will switch to digital on Sept. 8. News that Wilmington would be the test market was reported Wednesday morning by trade magazine TelevisionWeek.

"We certainly think the transition is important and we appreciate Wilmington's willingness to do it early," said FCC Chairman Kevin Martin in an interview. The FCC contacted seven media markets where broadcasters could potentially switch early, he said, but Wilmington was the only area to volunteer.

Wilmington is the nation's 135th-largest television market, with about 180,000 households, and the smallest in North Carolina, according to Nielsen Media Research. About 93% of the households there subscribe to cable or satellite services, slightly more than the national average.

The FCC has been looking for volunteers in smaller media markets to switch early, but most broadcasters have balked, concerned about losing advertising dollars and upsetting residents who would rather not be used as guinea pigs.

Wilmington Mayor Bill Saffo said the test represents "a huge opportunity for the Wilmington TV market to pave the way for the entire country."

The FCC estimates about 15.5 million U.S. households rely on free broadcast television. To reduce grumbling about the switch, the government set up a $40-coupon program to help consumers pay for set-top converter boxes. This week, the government announced that more than a million coupons have been redeemed.