Less than a week after the MPC approved the permit, Lamar Advertising was hard at work constructing a new digital billboard in Shreveport.

The new billboard is going up near the corner of Line and Pierremont. The Historic South Highlands Neighborhood Association is fighting the placement.

"It's not that we don't want to be progressive," said South Highlands resident Valerie Murphy. "We want to keep more of the integrity and charm of the neighborhood."

South Highlands area residents went to the city council to voice their concerns.

The MPC last week granted a permit for Lamar to replace a standard billboard with a digital one. But that decision can be appealed, even though the construction is almost finished.

"They (Lamar Advertising) have done nothing wrong," said Cliff LeBlanc, president of the Historic South Highlands Neighborhood Association. "They have followed the ordinances. The problem is we have ordinances that don't meet the needs of the citizens right now."

The city council will consider a moratorium on new digital billboards inside the city limits. An ordinance to be voted on October 9 would ban new digital billboards until December 31, 2012.