A function is a broadcast coloring of order if implies that the distance between and is more than . The minimum order of a broadcast coloring is called the broadcast chromatic number of , and is denoted . In this paper we introduce this coloring and study its properties. In particular, we explore the relationship with the vertex cover and chromatic numbers. While there is a polynomial-time algorithm to determine whether , we show that it is -hard to determine if . We also determine the maximum broadcast chromatic number of a tree, and show that the broadcast chromatic number of the infinite grid is finite.