VIDEO: Fire erupts on massive digital billboard overlooking Times Square in New York City

TIMES SQUARE, Manhattan -- Firefighters are responding to a billboard on fire in the middle of Times Square.

The New York City Fire Department said the blaze was reported just after 3 p.m. Saturday on a billboard at 43rd Street and Broadway.

No injuries have been reported.

Few other details were released. This story will be updated as more information becomes available.