A vehicle-mounted reel lifting apparatus for rotating the reel to dispense or wind the reelable material. A driven wheel engages the rim of the reel at a plurality of reel lifting arm pivot positions, such as sliding alongside the lifting arm in an axis parallel with the lifting arm. The driven wheel is capable of engaging with the reel at any position of the lifting arm. A linear drive mechanism allows the driven wheel to travel up and down the lifting arm to accommodate various reel sizes. The lifting arm may incorporate an automatic locking slot having a spring-driven locking mechanism. The lifting arms may also be mounted with a mounting bracket having a pattern of slots to enable the lifting arms to be selectively mounted in a narrow configuration or a wide configuration.