TCL to take over Sony’s BRAVIA line of TVs

TCL and Sony have announced that the latter’s Bravia lineup of TVs will be heading to China. In fact, TCL will now own 51% of Sony’s whole home entertainment business, with Sony holding the remaining 49% of shares.

This comes as Sony Corp and TCL Electronics Holdings announced a memorandum of understanding over the joint venture, with full binding agreements expected by the end of March 2026. The resulting company from this joint venture is then expected to take shape and begin operations by April 2027, with the joint venture operating globally, covering everything from product development and design to manufacturing, sales, logistics and customer service, covering the likes of televisions and home audio equipment.

“We are pleased to have reached this agreement with TCL for a strategic partnership. By combining both companies’ expertise, we aim to create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide,” – Kimio Maki, Sony Corporation Representative Director, President and CEO

The new company will be leveraging on Sony’s picture and audio technology, brand value and operational expertise, along with TCL’s display technology, global scale advantages, end-to-end cost efficiency and vertical supply chain strength. According to their joint statement, the resulting company is expected to continue carrying on the Sony name, as well as the BRAVIA branding.

Incidentally, this joint venture comes about as the TV industry in general has been struggling, with lower margins across the board and users just buying less TVs overall. Competition is rife at both the high end and low end for TVs, and a few other companies—most notably Toshiba and Sharp—have already pulled out of the TV scene in recent years.

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