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Sony announced an agreement granting Chinese company TCL a majority stake in the home entertainment segment responsible for developing and marketing the iconic Bravia TVs, by selling 51% of the segment's shares to TCL while Sony retains 49%.

The joint venture is expected to begin operations in April 2027 after obtaining necessary regulatory approvals.

Under this approach, TVs will be sold under the Sony and Bravia brands, leveraging TCL's advanced display technology along with Sony's expertise in image and sound quality improvement and supply chain management.

The partnership aims to enhance competitiveness and reduce costs by merging the industrial capabilities of both companies.

This shift comes at a time when the global screen market is experiencing fierce competition and tight profit margins, with strong presence of major manufacturers such as Samsung, LG, and Hisense.

Sony had already stopped manufacturing its own display panels some time ago, while TCL continued to expand its presence in the global supply chain and recently acquired additional factories and patents.

It is worth noting that other Japanese companies like Toshiba and Hitachi have left the TV market entirely, while Panasonic's presence has declined to limited levels.

As for the Bravia brand, it has maintained its appeal among a segment of users seeking high image and sound quality, supported by Sony's connection to the cinema and professional camera industries.

Related > Sony announces new official PlayStation monitor 27 inches

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Editorial team follow on X send email last updated: January 21, 2026

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