Four hundred and fifty volunteers in London are being sought for a six-month trial of high-definition broadcasts through digital terrestrial television.
Participants can watch England's World Cup games in HDTV
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.
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.