Sony has made a major turnaround in its TV business, as it has signed a definitive agreement with TCL that will see the Chinese company take a leading role in the development and management of TVs. With this, Sony is practically entering a new phase, where it will no longer independently manage a key part of its home entertainment segment.
According to the agreement, a joint company Bravia Inc. will be established. based in Tokyo. TCL will invest around 460 million euros and take over 51% ownership, while Sony will keep 49%. It is planned that the new company will start operating in April 2027.
Sony TVs still remain, but under new management
The new company will take over the entire Sony TV and home AV business: from development and design to production, sales and support. However, the Sony and Bravia brands remain, which means that for end users the visual identity will remain the same, even though the management structure is fundamentally changing.
An important part of the agreement also refers to production. TCL will take over the Sony factory in Malaysia, while negotiations for additional production capacity are still ongoing. This move clearly shows that TCL is entering not only as a financial partner, but as an operational leader with full control over the production chain.
Although the agreement has been signed, it still needs the approval of the regulatory bodies. However, it is already clear that this move is changing the balance of power in the TV market. Sony moves into partnership to stay competitive, while TCL further strengthens its global position in the consumer electronics segment.