Plant and viral promoters

A promoter operative in a plant cell, said promoter comprising:

• isolated DNA from a badnavirus having a sequence comprising a sequence selected from the group consisting of SEQ ID NO:
• 1, SEQ ID NO:2, and SEQ ID NO:3;
• or a variant which hybridizes under stringent conditions (0.1×SSPE, 0.1% SDS, 65° C., two washes) to a polynucleotide having a sequence selected from the group consisting of SEQ ID NO:
• 1, SEQ ID NO:2 and SEQ ID NO:3;
• or a truncated promoter-active portion of any of the foregoing, wherein said plant viral homolog or a plant genome-integrated viral variant or promoter-active portion thereof is operative to express in a plant cell.