Sony will transfer a 51 percent share of its Bravia TV business to China’s TCL, forming a new joint venture, as announced in a joint press release. The Japanese electronics firm will retain a 49 percent stake, with operations slated to commence in April 2027, pending approvals.
The new entity will sell Sony and Bravia-branded televisions, incorporating TCL’s display technology. Sony will provide its picture and audio expertise, supply chain management, and other specialized knowledge. TCL will contribute its vertical supply chain capabilities, global market reach, and overall cost efficiency.
Sony CEO Kimio Maki stated, “By combining both companies’ expertise, we aim to create new customer value in the home entertainment field.” TCL Electronics chairperson DU Juan added, “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 faces a low-margin television market with competition from Samsung, LG, Hisense, and TCL. The company previously divested or closed PC and tablet operations, and its smartphone business continues. Sony ceased manufacturing its own LCD and OLED panels some time ago. TCL has expanded its production, acquiring LCD panel patents from Samsung and taking over its China plant. Other Japanese companies, including Toshiba and Hitachi, have exited the TV sector, while Panasonic’s presence is reduced.
The Bravia brand’s longevity has been attributed to consumers willing to pay for high-end picture and sound quality, and Sony’s connection to filmmaking and camera equipment. Sony developed LED backlighting, quantum dot technology, and the first OLED televisions.
