Sony is handing over control of its TV and home audio business to TCL. The new joint venture will see TCL own 51 per cent, while Sony keeps 49 per cent. Operations are expected to start in April 2027, once approvals and agreements are completed.
What this means for Sony Bravia products
For consumers, nothing changes immediately. Sony and Bravia-branded TVs will continue to appear on the market. The new company will manage design, manufacturing, sales, and customer support. Over time, this could affect pricing, design, and where the TVs are made.
Sony has been moving away from low-margin hardware for years. It exited or reduced products like PCs, smartphones, portable music players, and budget TVs. Bravia remained because it is a premium brand linked to Sony’s film, gaming, and music ecosystem.
When the joint venture starts, Bravia TVs may use a mix of Sony image processing and TCL display technology. Manufacturing could shift to TCL’s supply chain. This could make Bravia TVs more affordable and may change the panels used, though Sony’s image tuning will likely remain.
What it means for TCL
TCL is one of the largest TV makers in the world. It has a strong presence in budget and mid-range TVs and has been trying to enter premium markets. The joint venture gives TCL access to Sony’s image and audio processing expertise. This could improve TCL-branded TVs and help the brand create more premium products in the future.
Even though Sony’s brand names remain, TCL will drive business decisions like pricing, production, and supply chain management. The deal could reshape both companies’ TV offerings over the next few years.
