Development and homeostasis require stringent spatiotemporal control of gene expression patterns that are established, to a large extent, by combinatorial action of transcription regulatory proteins. The bZIP transcription factor NRL (neural retina leucine zipper) is critical for rod versus cone photoreceptor cell fate choice during retinal development and acts as a molecular switch to produce rods from postmitotic precursors. Loss of Nrl in mouse leads to a cone-only retina, whereas ectopic expression of Nrl in photoreceptor precursors generates rods. To decipher the transcriptional regulatory mechanisms upstream of Nrl, we identified putative cis-control elements in the Nrl promoter/ enhancer region by examining cross-species sequence conservation. Using in vivo transfection of promoter-reporter constructs into the mouse retina, we show that a 0.9-kb sequence upstream of the Nrl transcription initiation site is sufficient to drive reporter gene expression in photoreceptors. We further define a 0.3-kb sequence including a proximal promoter (cluster A1) and an enhancer (cluster B) that can direct rod-specific expression in vivo. Electrophoretic mobility shift assays using mouse retinal nuclear extracts, in combination with specific antibodies, demonstrate the binding of retinoid-related orphan nuclear receptor  (ROR), cone rod homeobox, orthodenticle homolog 2, and cyclic AMP response element-binding protein to predicted consensus elements within clusters A and B. Our studies demonstrate Nrl as a direct transcriptional target of ROR and suggest that combinatorial action of multiple regulatory factors modulates the expression of Nrl in developing and mature retina.Generation of cellular diversity and homeostasis are controlled and fine tuned through regulation of gene expression. The expression of eukaryotic genes is largely modulated at cissequences of the core promoter and enhancer elements that bind to transcription initiation complex and trans-acting activator or repressor proteins (1, 2). In addition, protein-protein interactions, posttranslational modifications, epigenetic marks on chromatin, and microRNAs facilitate the expression of tissue or cell type-specific genes (3-5). In developmental regulatory networks, spatiotemporal expression of transcription factors primarily dictates functional specification of distinct cell types (6, 7).The vertebrate neural retina, with its in vivo accessibility and a well defined cell repertoire, serves as an excellent model for investigating the origin and maintenance of cellular diversity. The retina consists of six types of neurons and one type of glia. Rod and cone photoreceptors function as specialized sensory neurons that are responsible for scotopic and photopic vision, respectively. Rod photoreceptors are highly vulnerable to genetic defects and environmental abuse (8) and are needed for cone cell viability (9). Hence, elucidation of genesis and functional maintenance of rod photoreceptors would permit better design of strategies for treatment of retinal and mac...