Work Begins to Remove Toshiba Ad Screen at Times Square

May 20, 2018

New York- Workers have begun removing Japanese electronics and machinery maker Toshiba Corp.'s large sponsored outdoor screen from a building overlooking New York's Times Square.

The screen, which attracted attention in globally televised year-end countdown events, is bringing its history of 10 and a half years to a close.

In December 2007, Toshiba set up the light-emitting diode screen with the aim of enhancing its brand recognition outside Japan.

Along with its corporate logo, the screen has shown advertisements for Toshiba products as well as Japanese tourism videos.

In November last year, after incurring massive losses in its U.S. nuclear business, Toshiba decided to remove the screen as part of its cost-cutting efforts. Jiji Press