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 billboard will also feature a ticker along the bottom of the screen with concert and Broadway theater information, weather updates, sports scores and more, beginning in January.

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. Pedestrians whose phones have text-messaging capabilities will be able to play along with programs, including trivia games and simple-command games, from the street by following text-messaging instructions on the screen. Xbox and PlayStation2 consoles will be hooked up to the screen as well, allowing celebrities visiting the studio to engage in very public video-game competitions with one another. The billboard's gaming function is expected to launch in January.