• by David Goetzl  @dgoetzl, September 4, 2009

Looking to take advantage of the real-time opportunities of digital billboards, the E! network will stream entertainment news on the billboards each day that will be featured on that night's edition of its flagship news program.

The eight-week promotion for the weeknight "E! News" will be deployed on more than 125 displays owned by Clear Channel. The updated news will run simultaneously on the national network that Clear Channel said would have a daily reach of some 10 million people.

MediaVest represented E! in developing and negotiating the initiative.

Annemarie Batur, a marketing vice president at E!, said the digital billboards help the entertainment channel "engage viewers in some of the highest-traffic areas throughout the entire day, including just ahead of air time to drive tune-in."

"Leveraging RSS technology and the ability to instantly and regularly update content taps into the true power of the medium and advances how brands make meaningful, immediate connections with consumers," said Norm Chait, a senior vice president at MediaVest.