Abstract: A variable magnification telescopic rifle sighting means includes an externally-located zoom adjusting ring rotatable about sighting means axis and modified to provide a digitally-activated zooming feature, permitting an essentially instantaneous switching over the range of magnification settings. The switching means includes an annular recess on the periphery of the magnification adjusting ring suited to receive on end of a flexible cable. The cable length is adapted to extend and be coupled to a grippable means that can slide longitudinally upon manipulation within a slotted bracket mounted on the rifle stock. A second protective collar embraces the modified magnification ring and has an aperture for control cable translation. The movement of the grippable means through its line of travel via the cable effects a concurrent shifting of the zoom adjustment ring setting.