Must have been one hot story.

A billboard displayed atop the Thomson Reuters building went up in flames in Times Square on Saturday afternoon, video shows.

Video posted to the Citizen app Twitter account shows smoke billowing from the newsmaker’s electronic billboard, which caught fire shortly after 3 p.m. near the corner of West 43rd Street and Seventh Avenue, an FDNY spokesman said.

The fire was contained in under an hour. No one was injured and the flames did not spread to any adjacent buildings.