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Changing times: Toshiba's New York billboard goes dark

Sign served as backdrop for New Year's Eve festivities for a decade

Workers have begun taking down the Toshiba billboard, a Times Square landmark since 2007.

NEW YORK -- Toshiba has pulled the plug on its long-running electronic billboard in the heart of New York's Times Square, abandoning the pricey advertising space as part of drastic cost cuts.

A crew began Monday removing the uppermost sign on One Times Square, the building best known for the ball drop watched by millions worldwide on New Year's Eve. Toshiba's light-emitting diode display had hung there since December 2007, flashing the company's logo and displaying the annual countdown.

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