Sony Corp. will relinquish majority control of its Bravia television brand to China’s TCL Technology Group, establishing a joint venture with operations scheduled to begin in April 2027. Sony will sell a 51% stake in its home entertainment division to TCL, retaining 49%. The agreement awaits regulatory and other approvals.
The new entity will market televisions under Sony and Bravia branding, utilizing TCL’s display technology. Sony will contribute its picture and audio expertise and supply chain management. TCL will provide its vertical supply chain capabilities, global market presence, and cost efficiency.
“By combining both companies’ expertise, we aim to create new customer value in the home entertainment field,” Sony CEO Kimio Maki said. TCL Electronics Chairperson DU Juan said, “We expect to elevate our brand value, achieve greater scale and optimize the supply chain in order to deliver superior products and services to our customers.”
Sony has operated in a low-margin television market with competitors including Samsung Electronics Co., LG Electronics Inc., Hisense Group, and TCL. The company previously divested or closed other electronics operations, including personal computers and tablets.
Sony ceased manufacturing its own LCD and OLED panels. In contrast, TCL has expanded its production capacity, acquiring LCD panel patents from Samsung and assuming operations of Samsung’s panel plant in China. Toshiba Corp. and Hitachi Ltd. have exited the television sector, while Panasonic Corp. maintains a reduced presence.
The Bravia brand has relied on high-end picture and sound quality and Sony’s connections to filmmaking and camera equipment. Sony developed LED backlighting, quantum dot technology, and the first OLED televisions.
