December 01, 2004

Jessica Simpson To Turn On 'MTV 44 1/2' — MTV's Giant Times Square Billboard

By Alyssa Rashbaum (MTV.com)

Jessica Simpson will light up the busy streets of New York on Tuesday by flicking a switch that will turn on MTV's massive new billboard, MTV 44 1/2 -- the largest high-definition television screen in Times Square.

The billboard, which is 25 feet high and 40 feet wide, will stand out among the bright lights and big screens of Times Square by broadcasting music videos, MTV News breaks, MTV.com content and simulcasts of exclusive events. It is located on Seventh Avenue between West 44th and 45th Streets, across from MTV's offices, and was first used to project Destiny's Child's live performance on TRL early in November.

For the benefit of the estimated 1.5 million people who pass 44 1/2 every day, the screen will also broadcast concert and Broadway theater information, weather updates, sports scores and more. The billboard, which is wrapped in a gold picture frame and was designed by Mitsubishi Electric, will also act as the world's largest video screen, allowing passerby to play games on their mobile phones.

The festivities will begin at 8 p.m. ET on Tuesday with a countdown to the lighting of the screen, which Simpson will do by pushing the button on a five-foot-tall remote at 9 p.m. MTV VJ Damien Fahey, MTV News' SuChin Pak, and VJs from MTV2 and mtvU will on hand for the event.