Sony has made a big move that is set to change the TV market. The company has confirmed it will give majority control of its home entertainment business to Chinese electronics giant TCL. This includes the famous Bravia television brand that has been a staple in homes for years.
Sony will sell a 51 percent stake in its home entertainment division to TCL. Both companies will form a joint venture that is expected to begin operations in April 2027. Sony says this partnership will help deliver better viewing experiences while allowing each company to focus on what it does best.
What this means for Sony Bravia TVs
Bravia televisions are not going away. Sony has confirmed that future TVs will still carry the Sony and Bravia names. However, the panels and core display technology will come from TCL.
This allows Sony to stay visible in the global TV market without carrying the heavy cost of manufacturing. TV hardware has become a low margin business. Prices are competitive. Production costs are high. Sony has decided it no longer makes sense to fight that battle alone.
This decision follows a wider trend. Several Japanese brands have already stepped back from making televisions. Toshiba, Hitachi, and Pioneer exited the market after struggling to compete with Chinese and South Korean manufacturers that offer cheaper and faster production.
Sony shifts focus to games movies and music
Sony’s priorities have clearly changed. The company is now focused on content and intellectual property. This includes PlayStation gaming, anime, music, and films. These areas bring higher profits and long term growth.
By teaming up with TCL, Sony can focus on software and entertainment services while keeping Bravia positioned as a premium brand. TCL gains just as much from the deal. The company already sells millions of TVs worldwide. Now it also gets access to Sony’s brand value and engineering reputation.
The transition is expected to be completed by March 2027. The first TVs built under this partnership are likely to reach consumers later that year. This move signals a new era where brand power and content matter more than who builds the hardware.
