WKRP is on the air in Cincinnati.

Really.

Low-power Channel 38 - known as WBQC-TV since 1995 - has changed its call letters to WKRP-TV to promote its new digital TV signal.

This is the first time a station here has been known as WKRP since the CBS premiere 30 years ago of "WKRP in Cincinnati," a TV sitcom about a wacky rock radio station fictionally set in Cincinnati.

• Video of WKRP opening credits then and now
• The WKRP Web site
• Read more and see a clip of the turkey drop.

"When I call someone out-of-town and say we're a TV station in Cincinnati, the response usually is, 'WKRP in Cincinnati?' This gives us recognition," says Elliott Block, general manager and chief engineer for WKRP and sister low-power WOTH-TV (Channel 25).

His Block Broadcasting started the low-power station in 1990 as W25AI-TV. He changed to WBQC-TV when it became the local WB network affiliate. The WB ceased operation last year.

Block has registered trademarks for "WKRP" and "WKRP Cincinnati," he says. The station's new Web site is www.wkrp.tv.

Block began plotting the change two years ago, tied to TV stations' transition nationwide from analog to digital broadcasting scheduled for Feb. 17. Although low-power stations aren't required by law to switch to digital next year, Block made the investment so viewers here with digital TV converter boxes could continue to see his stations next year.

"Now we're in the mix with everyone else," he says.

On digital tuners, WKRP-TV is Channel 25.2. WOTH-TV is digital Channel 25.1. WKRP-TV viewers will see "Matlock," "Cops," "Punk'd," "Lincoln Ware Live" (10 a.m. Sunday) and Bill Boshears' "Scizone" (11 p.m. Saturday). But not the station's namesake show.

"We've checked, but 'WKRP in Cincinnati' is not available for broadcast. It's only available for cable," Block says.

"WKRP" reruns air 7-8 p.m. Sundays on WGN America (Time Warner Channel 74; Insight Channel 24) and 10 p.m. Mondays on AmericanLife (Time Warner Channel 141; Insight Channel 182).