Sony and TCL have announced plans for a strategic partnership in the home entertainment space. They have signed an MoU to explore a joint venture that would take over Sony’s TV and home audio business, including the Bravia TV lineup. Under the proposal, TCL would hold 51% of the venture, with Sony keeping 49%.
The new company will manage everything from product design and development to manufacturing, sales, logistics, and customer service. Products will continue to carry the globally recognized “Sony” and “BRAVIA” names. New lineups will combine Sony’s premium technology and brand reputation with TCL’s large-scale manufacturing and supply chain efficiency. Final agreements are expected by March 2026, with operations planned to start in April 2027.
For many people, this move could be surprising, especially people in Japan. Sony has been closely linked with high-quality televisions for decades, going back to the Trinitron era. Bravia later became one of the most trusted TV brands in the premium segment. However, the TV business today is very different. Margins are low, competition is intense, and companies like Samsung, LG, Hisense, and TCL dominate the global market.
Sony has also been slowly stepping back from large-scale hardware manufacturing. The company stopped making its own LCD and OLED panels years ago and now relies on external suppliers. TCL, on the other hand, has been expanding its display business aggressively. It has strong control over its supply chain and has even taken over Samsung’s LCD plant in China, along with key panel-related patents.
It is important to note that several Japanese brands have already exited or scaled down their TV businesses. Toshiba and Hitachi are no longer major players. Panasonic’s presence has also been reduced. Sony is still surviving mainly because customers were willing to pay more for Bravia’s picture and sound quality.
Industry experts suggest this deal could be Sony’s strategy to stay competitive in a fast-changing TV market while reducing operational costs. TCL gains access to Sony’s brand power and high-quality technology. It will strengthen TCL’s position in the premium segment globally.
The global market for large TVs continues to expand due to the increasing popularity of streaming services, smarter features, higher resolutions, and bigger screens. By combining Sony’s technology and brand with TCL’s scale and efficiency, the joint venture could bring high-quality Bravia products to more markets at competitive prices.
Sony CEO Kimio Maki said the partnership aims to “deliver even more captivating audio and visual experiences worldwide.” TCL Chairperson Du Juan added that the venture will “elevate brand value, achieve greater scale, and optimize the supply chain.”
For consumers, this change could mean more Sony-branded TVs at competitive prices, backed by TCL’s manufacturing power. For Sony, it looks like a way to protect the Bravia name without carrying the full burden of a tough and low-margin business. The big question now is whether this new structure can maintain the quality that made Bravia special in the first place.
