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Throughout 1996, One Times Square's first electronic billboards were installed, such as, a Cup Noodles billboard with steam effects was added to the front of the tower, later accompanied by an animated Budweiser sign. In October, a 55-foot video screen sponsored by ITT Corporation was introduced to the top of the tower, which would feature video advertisements and community service announcements. In December 1996, a Panasonic display operated by NBC known as "Astrovision" was introduced as a replacement for Sony's Jumbotron at the base of the tower.