TOKYO, Jan 23, 2026, 09:04 JST
- Sony is set to offload a 51% stake in its home entertainment division to TCL and form a joint venture focused on Bravia TVs
- The new company plans to retain the Sony and Bravia brands while incorporating TCL’s display technology
- The deal remains non-binding and wouldn’t take effect until April 2027, if it goes through
Sony Group plans to transfer control of its home entertainment division — including the Bravia TV brand — to China’s TCL Electronics through a joint venture, marking a major pivot for the iconic Japanese company. Following the news, TCL’s shares surged over 16% in Hong Kong, while Sony’s stock dipped 0.9% in Tokyo. 1
This shift is significant as Sony distances itself from the tough, low-margin TV hardware battle, relying instead on a larger manufacturer to maintain its presence on shelves. For TCL, landing this deal brings a rare asset that money alone can’t secure fast: a premium label on the product.
The timing is notable as TV makers race to offer bigger screens and smarter features, yet shrinking margins remain a concern. Sony and TCL confirmed ongoing discussions, with the critical steps—finalizing deals, securing approvals, and integrating systems—still ahead.
The companies announced they have signed a memorandum of understanding, laying out a non-binding framework, to create a joint venture — a new entity co-owned by both — which will oversee the TV and home audio business from product development through manufacturing, sales, and logistics. Products will still carry the “Sony” and “BRAVIA” brand names, according to TechNode. 2
Sony moved to ease concerns about giving control to a competitor. A Sony spokesperson told trade outlet AV Technology that both companies see themselves as “nearly equal partners” and plan to back the new company’s expansion. 3
Sony CEO Kimio Maki said the partnership seeks to “create new customer value” by leveraging both companies’ expertise. TCL chairperson Du Juan added that they aim to “optimize the supply chain” and “deliver superior products and services.” 4
The TV market is largely controlled by giants like Samsung, LG, Hisense, and TCL, all fighting hard for volume and prime shelf space. Sony, on the other hand, has leaned heavily on external suppliers for crucial parts, India Today reported. 5
Price is likely the first area to feel the squeeze. Jeff Parsons, U.K. editor-in-chief at Tom’s Guide, suggested the deal “could mean” Bravia sets “come down in price” eventually as production becomes more efficient. However, he added that any shift probably won’t happen until 2027, if it happens at all. 6
The companies announced the joint venture will manufacture televisions branded Sony and Bravia but equipped with TCL’s display technology. This marks a possible change in Sony’s TV production strategy—and how consumers interpret the branding.
The deal isn’t set in stone yet. The memorandum is non-binding, and both companies must still finalize agreements, navigate regulatory approvals, and satisfy other conditions before the venture can get underway.
Should it shut down, the timeline stretches far ahead. The soonest launch date mentioned is April 2027, giving ample room for terms to shift—or the deal to stall—as competitors continue unveiling fresh premium models and advancing their own panel plans.
In South Korea, the Sony-TCL partnership is seen as a potential threat to Samsung’s dominance in premium TVs and OLED panels. The key question: how well Sony’s luxury image will mesh with TCL’s production scale. 7
