Sony is handing control of its Bravia TV business to China's TCL

Published: Tuesday, January 20, 2026 at 12:10 pm

Sony to Partner with TCL in TV Business Shakeup

In a significant move, Sony is entering a strategic partnership with China's TCL, transferring control of its Bravia TV business. The Japanese electronics giant will sell a majority 51% stake in its home entertainment arm to TCL, retaining a 49% share. This joint venture, slated to begin operations in April 2027, is contingent on regulatory approvals.

The new entity will market televisions under both Sony and Bravia branding, utilizing TCL's display technology. The partnership will leverage Sony's expertise in picture and audio quality, supply chain management, and other areas. TCL will contribute its vertical supply chain capabilities, global market reach, and cost efficiency.

Sony's CEO, Kimio Maki, stated that the collaboration aims to create new customer value in the home entertainment sector. TCL's chairperson, DU Juan, added that the partnership is expected to elevate brand value, achieve greater scale, and optimize the supply chain.

This announcement may surprise some, given Sony's long-standing reputation for high-quality televisions. However, the company faces intense competition in a low-margin market, including rivals like Samsung, LG, Hisense, and TCL. Sony has previously divested from other electronics sectors, such as PCs and tablets, and its smartphone business is struggling.

Sony ceased its own LCD and OLED panel production some time ago. Meanwhile, TCL has expanded its manufacturing capabilities, including acquiring LCD panel patents and a plant from Samsung. Other Japanese companies, such as Toshiba and Hitachi, have already exited the TV market, while others, like Panasonic, have significantly reduced their presence. The Bravia brand has persisted due to its association with high-end picture and sound quality, as well as Sony's connection to filmmaking and high-end camera equipment.

BNN's Perspective: This partnership reflects the evolving landscape of the global electronics market. While the loss of direct control over the Bravia brand may be seen as a symbolic shift for Sony, the collaboration with TCL could provide a strategic advantage in a competitive industry. The success of this venture will depend on the effective integration of both companies' strengths and their ability to navigate the complexities of the global market.

Keywords: Sony, TCL, Bravia, TV, partnership, joint venture, electronics, display technology, supply chain, market, competition, OLED, LCD, Samsung, Panasonic, Toshiba, Hitachi, Hisense, LG

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