Sony is preparing to step away from directly running its television business after announcing a plan to place its global TV and home audio operations under a new company led by TCL. The two companies signed a memorandum of understanding on January 20, 2026, outlining a major shift in how Sony’s BRAVIA TVs and related products will be developed, made, and sold.
The move signals a turning point for Sony’s long-running TV business. While the Sony and BRAVIA brands will remain, control of the business will shift to TCL, which is set to become the majority owner and operator of the new company. This effectively means Sony will no longer directly manage the TV business it once considered a core part of its consumer electronics lineup.
Why It Matters: The global TV market has become highly competitive, with thin margins and strong pressure from large-scale manufacturers. By handing over control to TCL, Sony can focus more on its other businesses such as imaging, gaming, music, and movies, while still keeping its brand and technology present in the TV market through a partnership model.
Under the plan, Sony and TCL will establish a new joint venture that will take over Sony’s home entertainment business, including televisions and home audio products. TCL will own 51 percent of the new company, while Sony will hold 49 percent. This gives TCL majority control and operational leadership of the business.
The new company will be responsible for product planning, design, manufacturing, sales, logistics, and customer support for Sony and BRAVIA-branded TVs and audio equipment. The two companies aim to finalize binding agreements by the end of March 2026. If regulatory approvals and other conditions are met, the joint venture is expected to begin operations in April 2027.
Sony said the partnership will combine its picture and sound technologies and brand value with TCL’s display technology, manufacturing scale, and supply chain capabilities. In practice, this means future BRAVIA TVs will still carry Sony’s branding and some of its technologies, but TCL will be the company running the business and production.
Executives from both sides said the goal is to improve competitiveness and respond better to changes in consumer demand, including the growing interest in larger screens, higher resolutions, and smarter TV features.
With Sony stepping back and TCL taking the lead, how will this change the way BRAVIA TVs are positioned and perceived in the market in the coming years?
