SUMTER, S.C. --- He drives a red and gray Kenworth tri-axle truck about 400 miles a day throughout the Midlands, hauling up to 22 tons of rock and sand for Glasscock. The life of a truck driver can often be lonely, but not for Joel Moye, who usually takes a few hundred pals along for the ride each day via Web cams in his cab that deliver live feed to his very own Web site.

Mr. Moye, 35, has found a way to combine his love for hitting the open road and a knack for tinkering with technology into a full-fledged reality Web show.

Mr. Moye has been driving trucks for 13 years, and in 2002 he started filming his days, primarily as an educational tool for those unfamiliar with the trucking world, he said. He'd record his time on the road and transfer it to the Web, meaning the feed was never live.

Then last year, Mr. Moye discovered an Internet site that allowed for streaming video and chat. In February, he went live, with streaming video available each day as he takes to South Carolina's roadways.Visitors to his site can watch, listen, join an ongoing typed chat in a chat room or use Internet phone call site Skype to speak to him.

He said he had no idea so many people would latch on to his roadcasting concept, one he picked up from a friend and fellow driver in Florida.

"Then I just realized all the people that was nuts about it," he said. Though others have tried the Web cam concept before, he guesses part of the appeal is that he's on the move and doesn't stay in one place for too long.

Mr. Moye's days start early, generally about 6:30 a.m., and he makes his way from place to place, delivering loads. The cab of his truck is equipped with three cameras, a laptop computer, a GPS (global positioning system) and headphones he keeps on to listen as friends, through Skype, read to him the comments in the chat room. Site visitors can track him through a link to the GPS.

As familiar screen names enter the room, Mr. Moye will shout a jovial "Hello there," or sometimes to the ladies, "What's up, baby doll?" His site has had more than 69,000 views and keeps a running tally of current viewers. One recent morning, Mr. Moye expressed surprise that 67 viewers were already tuning in. He said those who have connected to his site span the globe, with visitors even popping in from Australia.

Mr. Moye's conversation is real and uncensored. He certainly doesn't make any claims about his conversation being kid-friendly, and it's not unusual to hear some words and phrases often thought to be typical of a sailor, or, well, a truck driver. His mood is typically chipper, and his rants are like anyone else's: about sun in his eyes or someone getting in his way.

Mr. Moye has tried other careers and said he enjoys the freedom trucking affords him.

"I can get out on the open road and go and visit new places and see new sights."