As an essential step in the lytic cascade, the Rta homologues of gammaherpesviruses all activate their own expression. Consistent with this biologic function, the Epstein-Barr virus (EBV) Rta protein powerfully stimulates the promoter of its own gene, Rp, in EBV-positive B cells in transient-transfection reporter-based assays. We analyzed the activity of RpCAT in response to Rta by deletional and site-directed mutagenesis. Two cognate Sp1 binding sites located at ؊279 and ؊45 relative to the transcriptional start site proved crucial for Rta-mediated activation. Previously described binding sites for the cellular transcription factor Zif268 and the viral transactivator ZEBRA were found to be dispensable for activation of RpCAT by Rta. Gel shift analysis, using extracts of B cells in latency or induced into the lytic cycle, identified Sp1 and Sp3 as the predominant cellular proteins bound to Rp near ؊45. Upon induction of the lytic cycle of Epstein-Barr virus (EBV), Rp and Zp, the two promoters directing the expression of the immediate-early genes BRLF1 and BZLF1, are activated simultaneously (15, 76). Despite their similar temporal regulation, it remains unclear whether the two promoters respond to the same or different signaling cascades. Only a few known response elements for transcriptional activators are contained within Rp (Fig. 1); these include binding sites for the cellular transcription factors YY1, Zif268 (Egr1), and Sp1 and the viral transactivator ZEBRA, the product of BZLF1 (14,70,(84)(85)(86). YY1 and Sp1 sites, as well as ZEBRA response elements (ZREs), are also present in Zp (14,48,58,70,73). ZEBRA activates Rp from the latent virus, presumably by directly binding to the ZREs (38, 42). The Zif268 sites have been implicated in phorbol ester-mediated activation of Rp, while the Sp1 sites were shown to affect the constitutive activity of Rp in cultured epithelial cells (85,86). However, their physiological roles and contributions to autostimulation of Rp in B cells have not been assessed.EBV remains predominantly latent in B lymphocytes, whereas epithelial cells are more permissive for lytic infection by the virus (5,43,57,71). Consistent with this biologic observation, Rp reporters exhibit significantly higher constitutive activities in epithelial tissue culture than in B cells (18,70,86). We conducted an analysis of the regulation of Rp in an EBVpositive B-cell background, where EBV naturally persists in a latent state. We chose the Burkitt's lymphoma (BL) cell line Cl16 (HH514-16) for this purpose, since the EBV contained in these cells is tightly latent and yet can be induced efficiently into the lytic cycle by chemical stimuli or by transfection of ZEBRA or Rta expression vectors (30,62,80).RpCAT reporters are not constitutively active in Cl16 cells and thus accurately reflect the behavior of the endogenous promoter. Moreover, in these cells Rta activates Rp both in the endogenous virus and when presented as a reporter construct (63). Since Rp lacks cognate binding sites for Rta, the mechanism o...