Brilliant no longer removes billboards from Toshiba New York Times Square

Toshiba is making a bold move as part of its broader restructuring plan. In the first half of next year, the company will remove its massive LED billboard from Times Square in New York City—a symbolic gesture that highlights its focus on cost-cutting and financial recovery. The giant display had been a fixture at the iconic location since December 2007, serving as a prominent symbol of Toshiba’s global presence. Despite earlier success, with strong revenue growth, the company is now working to address financial challenges. This includes ending its sponsorship of the famous New Year’s Eve countdown in Times Square, which it had supported since 2009. The decision reflects a shift in priorities, as Toshiba seeks to reduce expenses and stabilize its finances. In addition to these changes, Toshiba has also decided to terminate its long-standing sponsorship of two popular Japanese TV programs. These include the beloved animated series *Sazae-san* and a well-known Sunday evening show. The move comes as part of a broader strategy to streamline operations and improve overall financial health. The company’s financial struggles have been exacerbated by significant losses from its U.S. subsidiary, Westinghouse Electric. To offset these losses, Toshiba has sold off several key business units. Last year, it sold its home appliance division to China’s Haier Group, and more recently, its television business to Hisense. In September, it also divested its profitable storage chip unit to a consortium led by Bain Capital. To further strengthen its financial position, Toshiba’s board approved a new share issuance plan this weekend. The initiative aims to raise 600 billion yen (approximately $5.3 billion) to avoid delisting from the Tokyo Stock Exchange. This step underscores the urgency of the company’s efforts to restore stability and ensure long-term viability in an increasingly competitive market.

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