Sony is effectively stepping back from the day-to-day business of making TVs, and handing the reins to TCL. The two companies announced they’ve signed a memorandum of understanding to form a new joint venture that will take over Sony’s home entertainment business, including televisions and home audio gear.
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Under the plan, TCL will hold a controlling 51 percent stake, while Sony retains 49 percent. The new company will handle everything from product development and manufacturing to sales, logistics, and customer support on a global scale. If all regulatory approvals go through, operations are expected to begin in April 2027.
On paper, Sony is framing this as a best-of-both-worlds scenario. The company says it will contribute its picture processing, audio technology, and brand power, while TCL brings its massive display manufacturing operation, supply chain efficiency, and cost advantages. Sony president and CEO Kimio Maki said the partnership is meant to deliver “even more captivating audio and visual experiences” by combining both companies’ strengths.
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For consumers, the most important detail is that future TVs will still carry the Sony and BRAVIA branding. But behind the scenes, TCL will be calling more of the shots, especially on how these TVs are built and priced.
That could be a good thing if it means Sony TVs become more competitive on price without sacrificing image quality. It could also mean a subtle shift in what “Sony TV” actually represents over time.
