The Toshiba message will shine out over Times Square bigger and brighter than ever before following today's unveiling of a new full color LED display, Toshiba Vision Times Square, that supports over one billion colors and high definition resolution.

The new LED display will take pride of place at the top of One Times Square Building, and carry its message to the crowded streets 285 feet (about 87 meters) below. It will be switched on today, at 19:30 EST.

The Toshiba Vision Times Square display is bigger and offers higher resolution than the previously installed display that Toshiba took over in December 2007. Expressly designed for fixed outdoor installation at the Times Square site, the new display is a massive 15.6m x 16.0m (51.2 ft. x 52.5 ft.) and it incorporates a fully digital high-definition video system.

The 22.3m (73.3 ft./880-inch) diagonal screen integrates an array of 1280 x 1248 LEDs, and high definition image quality is realized by Toshiba's proprietary TECHNOVIRTUAL technology. This innovative two-dimensional, pixel-sharing technology uses adjacent LEDs to create virtual pixels with a 12.5mm pitch.

The Toshiba Vision Times Square display is designed to combine high definition image quality with environmental durability.

It is also designed for enhanced eco efficiency, and uses the latest LED technology to cut power consumption, an advance that also contributes to improved performance reliability and an extended life cycle.

Like the previous display, the new Toshiba Vision Times Square display will promote the Toshiba brand and products for different times of the year, and send out messages in tune with the seasonal changes of New York.

Under its current mid-term business plan, Toshiba is aiming for a significant expansion of its global business, and Toshiba Vision Times Square display will play a key in supporting business activities in an essential market.

Toshiba produces a versatile range of lightweight indoor, outdoor, and multi-purpose LED displays characterized by outstanding picture quality and product durability. The company is the first manufacturer of LED displays to offer modular HDTV screens to the worldwide rental market.

Toshiba participation in the lightning business dates back to 120 years ago and the production of Japan's first incandescent lamp. Since then, the company has become one of the world's leading manufacturers and suppliers.

In April 2008, Toshiba Group announced that it would end production of incandescent lamps by 2010(1), a move taken to cut CO2 emissions, and put in place a new cross-organizational structure that is bringing a renewed impetus to management of the business.

With environmental concerns guiding product planning and R and D, Toshiba will develop eco-friendly fluorescent and LED products, promote new lightning systems for homes and offices, and enhance its global business.