tlyle said:
Ok, I am going to play stupid. Usually you brand your station based on the channel number. If you are no longer going to be on channel 2, should you not change your brand to channel 39? It will confuse the fool out of the older generation.
OK, it's Atlanta's turn

(I've posted something similar on many of the other TV boards when the same question has come up)
The readers of this board and the WSB-TV Engineering Department are the only people who even *know* WSB-DT is on channel 39.
Actually, there is no such physical concept as "channel 2". Does it mean TV channel 2? CB channel 2? The second channel the Atlanta Police Department Radio Shop programs into officers' radios?
When you punch "02" in on the remote for your analog TV, it looks up "02" in a lookup table and tunes to 55.25MHz. On that frequency, it finds WSB-TV's analog signal and displays it.
When you punch "02" in on the remote for your digital TV, it looks up "02" in a lookup table and tunes to 620.31MHz. On that frequency, it finds WSB-TV's digital signal and displays it.
The only difference is that the analog lookup table was loaded into your TV at the factory. (it appears in the FCC regulations) The digital lookup table was created by your TV when you scanned for channels.
For years, analog TVs have insisted you scan for channels when first installed. So as far as the viewer is concerned,
nothing has changed. You still punch "02" to watch WSB-TV; your TV handles figuring out exactly what frequency "channel 2" actually is.