Sony Transfers Majority Control of Bravia TV Business to TCL in Landmark Deal
In a surprising move announced on January 20, 2026, Sony Group Corp. is spinning off control of its home entertainment business, including the flagship Bravia television brand, to Chinese rival TCL Electronics Holdings Ltd. The PlayStation maker will sell a 51 percent stake in its home entertainment arm to TCL while retaining 49 percent ownership.
The two companies plan to establish a joint venture that will begin operations in April 2027, pending regulatory approvals. The new combined business will produce televisions carrying Sony and Bravia branding while leveraging TCL’s display technology and vertical supply chain strength. Sony will contribute its renowned picture and audio expertise, brand recognition, and operational knowledge to the partnership.
“By combining both companies’ expertise, we aim to create new customer value in the home entertainment field,” said Sony CEO Kimio Maki in a statement.
The deal marks a significant shift in the TV industry, as Sony effectively stopped manufacturing its own LCD and OLED panels some time ago, while TCL has dramatically increased its production capacity.
This partnership represents the latest Japanese electronics company to reduce exposure in the low-margin television segment. The Bravia brand has survived mainly thanks to customers willing to pay premium prices for high-end picture and sound quality, along with Sony’s association with filmmaking and professional camera equipment.
Source: Engadget