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Sony Hands Bravia TV Control to China's TCL in Major Joint Venture

Sony Group Corp is spinning off control of its home entertainment and Bravia TV business to China's TCL Electronics. The companies will form a joint venture, set to begin in April 2027, which will manufacture televisions under the Sony and Bravia names. The sets will utilize TCL's display technology, allowing Sony to reduce costs and focus on higher-margin segments while maintaining its brand presence. For TCL, the deal provides access to Sony's global brand recognition and engineering legacy to strengthen its position in the premium TV market.

Key Points: Sony, TCL Form JV for Bravia TVs | Control Shift

  • Sony sells 51% stake to TCL
  • JV starts operations in April 2027
  • TVs keep Sony/Bravia branding
  • Uses TCL display technology
2 min read

Sony to hand over control of Bravia TV business to China's TCL

Sony sells 51% stake in home entertainment unit to TCL. New JV to make Sony-branded TVs using TCL display tech from 2027.

"We aim to create new customer value in home entertainment - Kimio Maki, Sony"

New Delhi, Jan 20

Sony Group Corp on Tuesday announced it has decided to spin off control of its home entertainment business, including its well-known Bravia television brand, to Chinese electronics major TCL Electronics Holdings Limited, marking another step by a Japanese company to reduce exposure to the low-margin television segment.

Sony Group Corp said that it will sell a 51 per cent stake in its home entertainment arm to TCL Electronics Holdings Limited.

As part of the deal, the two companies will form a joint venture that is expected to begin operations in April 2027.

The joint venture will manufacture televisions under the Sony and Bravia names, but the sets will use TCL's display technology.

Sony said the arrangement will allow it to retain its strong brand presence in global living rooms while reducing the costs and low profitability linked to manufacturing television hardware.

The company, best known globally for its PlayStation business, has been steadily shifting its focus away from traditional consumer electronics toward higher-growth and higher-margin segments.

TCL, one of China's oldest and largest electronics groups, has been aggressively expanding its global footprint in recent years.

The company has grown into a major budget television brand in the United States and has also licensed well-known names such as BlackBerry and Alcatel for mobile devices.

At the CES 2026 technology show in Las Vegas, TCL drew attention by occupying one of the most prominent display spaces, replacing Samsung Electronics in that location.

Under the new partnership, future televisions will continue to carry the Sony and Bravia branding, even though the underlying display technology will come from TCL.

For TCL, the deal provides access to Sony's global brand recognition and engineering legacy, strengthening its position in the premium television segment.

"We are pleased to have reached a basic agreement on this strategic partnership with TCL. By combining the expertise of our two companies, we aim to create new customer value in home entertainment and deliver an even more compelling viewing experience to customers around the world," Kimio Maki, President and CEO of Sony Corporation said.

"We believe that our strategic partnership with Sony is a unique opportunity to combine the strengths of both Sony and TCL and build a solid foundation for sustainable growth," DU Juan, Chairman of TCL Electronics Holdings Limited said.

- IANS

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Reader Comments

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Priya S
From a business perspective, it makes sense for Sony to focus on PlayStation and other high-margin areas. The TV market is brutally competitive, especially with so many Chinese brands. But handing over control to TCL... feels like the end of an era for Japanese electronics dominance.
R
Rohit P
TCL TVs are actually pretty good value for money here in India. If they can combine their manufacturing scale with Sony's brand and software, we might get premium features at a more accessible price. Could be a win for consumers if done right! 🤞
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Sarah B
As someone who works in tech, this is a clear sign of the times. Hardware manufacturing, especially for TVs, has become a low-margin game. The real value is in content, platforms, and gaming. Sony is smart to pivot, but I hope the Bravia name doesn't lose its prestige.
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Vikram M
My father saved up for years to buy a Sony Trinitron back in the day. It's a bit sad to see such an iconic brand cede control. On the other hand, if this partnership leads to more innovative and affordable large-screen TVs for the Indian market, I'm all for it.
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Karthik V
Respectfully, I have to disagree with some comments here. This feels like a slow dilution of quality for the sake of profit. Sony's strength was vertical integration - controlling both the hardware and software. Outsourcing the core display tech is a major compromise. The Bravia of 2027 might just be a sticker on a TCL TV.

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