The 98-base pair enhancer/promoter sequence is critical for cell type-specific transcription of the human neurotropic viral promoter, JCVE, in glial cells. Transcriptionally active extracts were prepared from glial cells and used to identify cis- and trans-acting regulatory elements that are involved in the glial-specific activation of the JCVE promoter. Results indicate that multiple regulatory sequences within the 98-base pair repeat specifically bind to nuclear proteins present in glial cells and positively regulate viral early RNA synthesis. The central region of the repeat, designated domain-B, interacts with a 45-kDa nuclear protein present in brain cells. This brain-specific protein was purified by conventional and DNA affinity chromatography. Complementation of the highly purified protein with HeLa extract significantly increased JCVE promoter activity. Thus, association of the novel glial-origin transcription factor with its target sequence increases transcription of the JCVE promoter in a non-glial context.