NEWYORK (CBSNewYork) – A billboard battle is raging on the rivers around the city.

Mayor de Blasio wants floating LED signs shut off. He’s now going as far as to sue a company that puts them on boats that sail New York’s waterways.

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The mayor’s office says the bright 20-foot tall billboards are distracting drivers. The lawsuit against Ballyhoo Media claims their signage is violating the city’s zoning laws and is creating a public nuisance. Both sides told CBS2 their thoughts on the matter.

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(Credit: CBS2)

“New York City is the media capital of the world and it’s the outdoor capital with times Square,” Ballyhoo Media CEO Adam Shapiro said.

“If people are driving along a nice highway or waterway, you don’t want to get disturbed by this flashing billboard,” city councilwoman Margaret Chin argued.

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The lawsuit seeks penalties of up to $25,000 per violation, but Councilwoman Chin says she wants those fines to increase to $100,000.