Sony to sell majority stake in Bravia TV to China’s TCL

Sony has announced a major restructuring of its television business, agreeing to give away majority control of its Bravia TV brand to Chinese electronics giant TCL as part of a new strategic partnership. Under the deal, TCL will acquire a 51 percent stake in Sony’s home entertainment arm, while Sony will retain the remaining 49 percent. The joint venture is expected to begin operations in April 2027, subject to regulatory approvals. The newly formed business will continue to sell televisions under the Sony and Bravia branding, but will rely on TCL’s display manufacturing technology.

Meanwhile, Sony will contribute its expertise in picture processing, audio engineering, supply chain management, and brand development. TCL will bring its vertically integrated supply chain, global manufacturing scale, and cost efficiencies to the partnership.

Sony CEO Kimio Maki said the collaboration is aimed at creating new value in the home entertainment segment. “By combining both companies’ expertise, we aim to create new customer value in the home entertainment field,” he said.

According to TCL Electronics chairperson DU Juan, the partnership would help elevate brand value, improve scale, and optimise supply chains to deliver better products and services globally.

The move is likely to come as a surprise, particularly in Japan, where Sony has long been synonymous with premium television technology dating back to the Trinitron era.

To add to this, the global TV market has become increasingly competitive and low-margin, dominated by players such as Samsung, LG, Hisense, and TCL itself. For Sony, televisions have remained a challenging business despite the brand’s strong reputation.