Sony is selling a 51% stake in its home entertainment division to TCL Electronics, effectively ceding control of the legendary Bravia television brand to the Chinese manufacturer. The joint venture is expected to begin operations in April 2027, pending regulatory approval.
The deal combines Sony's premium picture and audio expertise with TCL's manufacturing scale and cost efficiency. Future TVs will carry Sony and Bravia branding while using TCL's display technology. Sony stopped making its own LCD and OLED panels years ago, while TCL has expanded production—recently acquiring Samsung's LCD panel patents and Chinese manufacturing plant.
Sony joins a growing list of Japanese electronics giants retreating from the low-margin TV business. Toshiba and Hitachi have already exited entirely, while Panasonic maintains only a minimal presence. Bravia survived longer than most thanks to customers willing to pay premium prices for superior picture quality.