Sony and TCL have agreed to form a joint venture for Sony's TV and audio home entertainment business, with TCL taking a controlling 51% stake. The partnership aims to combine Sony's premium technology and branding with TCL's manufacturing efficiency, effective from April 2027. Bravia TVs will continue under the Sony name.
On Tuesday, Sony and TCL revealed plans for a joint venture that spins off Sony's TV and audio home entertainment operations into a new entity. TCL will hold a 51% controlling interest, while Sony retains its iconic Bravia brand, which marked its 20th anniversary last year. The deal is targeted to launch in April 2027, pending finalization by the end of March and approval from contracts and regulators.
The collaboration leverages Sony's established expertise in high-quality picture and audio technology, brand value, and supply chain management. TCL contributes its advanced display innovations, global scale, cost efficiencies, and vertical supply chain strengths. This comes as TCL has evolved from a budget-oriented brand—known for Roku-integrated smart TVs—into a premium competitor against Samsung and LG. In recent tests, TCL has excelled in LCD televisions, and at CES 2026, it introduced the X11L, a large LCD with Super Quantum Dot technology for enhanced color and brightness.
The TV market faces intense competition, with rapid price declines and challenges in product differentiation. As Kaveh Vahdat, CEO of RiseAngle, noted, "Even well-known, premium brands are finding it hard to compete on their own against companies like Samsung and LG that control more of the hardware stack and ship at massive volume." The partnership allows Sony to maintain its presence while benefiting from TCL's production capabilities, potentially leading to more competitive pricing for consumers.
However, future Sony-branded TVs might incorporate more advertising, similar to TCL's models. Rick Ellis, founder of AllYourScreens.com, observed, "TCL-branded smart televisions are notoriously filled with promotional content, including recommended programming and product advertising." While Sony's current sets have fewer intrusive elements, this could change under the new structure.
