Sony Transfers Majority Control of Bravia TV Business to TCL in a Landmark Deal
Sony Group announced on Tuesday, January 20, 2026, a strategic partnership that will see the Japanese electronics giant cede control of its iconic Bravia television brand to Chinese manufacturer TCL Electronics. Under the agreement, Sony will sell a 51 percent stake in its home entertainment arm to TCL, while retaining a 49 percent share.
The joint venture, set to begin operations in April 2027 pending regulatory approvals, will produce televisions carrying Sony and Bravia branding while leveraging TCL’s display technology and vertical supply chain strength. The partnership combines Sony’s picture and audio expertise with TCL’s global market presence and cost efficiency.
This marks a significant restructuring for Sony, which stopped making its own LCD and OLED panels some time ago. The move reflects broader trends in the industry, as Japanese companies like Toshiba and Hitachi have already exited the TV business, while others like Panasonic have reduced their presence significantly. The companies plan to finalize binding agreements by the end of March 2026.
Source: Engadget