NEW YORK (CBSNewYork) – One of Times Square’s giant electronic billboards has burst into flames Saturday afternoon.

According to the FDNY, first responders were called to 3 Times Square just after 3 p.m.

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Flames could be seen shooting up the side of the multi-story billboard on the outside of the building on 44th Street and Seventh Avenue.

Authorities say that no injuries have been reported and the fire has not spread from the billboard.

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It is unclear what sparked the blaze. Fire officials added that power was quickly cut to the sign and normal traffic has resumed in the area.