Dec 15, 2009 at 05:38 PM
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Toshiba is Exclusive Countdown Sponsor for NYE TSQ

Toshiba will be the exclusive sponsor for this year's Official Countdown during the Times Square New Year’s Eve Celebration.

How can that be with other major brands involved in the event, held annually in the globe's most commercialized intersection? We contacted Toshiba's PR representatives for clarification. As it turns out, while others sponsors are involved in the celebration through various assets, the countdown itself will be exclusively sponsored by Toshiba. For instance, Duracell is powering the “2010” numerals and Waterford Crystal created the new Times Square New Year’s Eve Ball, which is powered by Philips LEDs. So in essence, that makes Duracell the 'exclusive' "2010" numerals sponsor, as well.

Throughout the New Year’s Eve Celebration, the Toshiba Vision screen atop One Times Square and six mobile LED screens throughout Times Square will showcase content and provide entertainment for the more than one million revelers from 6 p.m. to 12:15 a.m. Eastern time. Live and pre-recorded video clips of musical performances, revelers, celebrities, hourly “practice countdowns,” and other New Year’s Eve activities will be broadcasted throughout the celebration. The 60-second midnight countdown will be enhanced by audio and pyrotechnic effects on the Toshiba Vision screen, which is positioned directly below the New Year’s Eve countdown ball.

Toshiba's screen was unveiled in July 2008.

New Year’s revelers who won’t be in Times Square can log on to for hourly giveaways throughout the night including Toshiba portable external hard drives, digital media frames, laptop computers, and a 54.6-inch diagonal Toshiba LED TV.

The Toshiba Vision screen will also serve as the viewing platform for several user-generated videos from the “I’m On TV” campaign announced earlier this month. Consumers are invited to create 8-second videos at to share their New Year’s wishes and visions for the next decade. A select number of videos will be featured on the screen during the New Years Eve countdown events. There's also a twitter feed for the campaign.

A roving photographer will be on-hand in Times Square to capture the revelers as they take part in the New Year’s Eve Celebration. Select photos will be displayed on the Toshiba Vision screen throughout the countdown events.

Finally, Toshiba will also air a 15-second New Year’s Eve related video advertisement to be displayed on the six mobile LED screens four times per hour for the duration of the New Year’s Eve activities.