In 1936, the world's first high-definition television service began by the BBC from studios and transmitters at Alexandra Palace, in north London. Its range was about 35 miles, though only 25 had been predicted. For a trial period, the 405-line Marconi-EMI system and the 240-line Baird system were used during alternate weeks, the aerial having to switch between them. By the toss of a coin, the Baird transmitting system was used first. The service was opened by a televised ceremony. Regular programmes thereafter were given twice a day, from 3-4 pm, and from 9-10 pm except on Sundays. With a system that was more mobile, flexible and easy to use, Marconi-EMI won the contract in February 1937.