Sony’s TV business is being taken over by TCL

The two companies are planning to form a new joint venture that will carry the ‘Sony’ and ‘Bravia’ branding.

Sony has announced plans to spin off its TV hardware business, shifting it to a new joint venture with TCL. The two companies have signed a nonbinding agreement for Sony’s home entertainment business, with TCL set to hold a 51 percent stake in the new venture and Sony holding 49 percent.

With this partnership, TCL is elevating itself into the premium television landscape after innovating with technology over the last few years. If the deal goes through it would mark the end of an era for Sony, and could open the door for cheaper Bravia TVs built with excellent Sony image processing and leading TCL tech.

Sony and TCL are aiming to finalize binding agreements by the end of March, and start operating the new joint company in April 2027, subject to regulatory approvals and other partnership conditions.

The new company is expected to retain “Sony” and “Bravia” branding for its future products and will handle global operations from product development and design to manufacturing, sales, and logistics for TVs and home audio equipment. Sony says that the partnership will leverage Sony’s picture and audio tech, brand value, supply chain management, and other operational expertise. This will combine with TCL’s own display technology, vertical supply chain strength, global market presence, and end-to-end cost efficiency.

In the announcement, Sony CEO Kimio Maki says that combining the two companies will allow Sony and TCL to “create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide.” TCL chairperson DU Juan says that under the new venture, TCL expects “to elevate our brand value, achieve greater scale, and optimize the supply chain in order to deliver superior products and services to our customers.”

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Posted Wednesday 21 January 2026 at 4:22 am AEST (my time).

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