Sony and TCL Forge Bravia Home Entertainment Partnership

Amendment: Sony did not say it was selling its TV business, and a spokesperson has reached out to clarify it’s a strategic partnership with TCL in the home entertainment field. We’ve amended the erroneous line in the article. Sony is partnering with TCL for its Bravia home entertainment business, which also includes Bravia-branded audio and TVs. , the two companies announced that they have signed a memorandum of understanding to form a separate joint venture, with TCL holding a 51% majority share and Sony holding the remaining 49%. The joint venture will oversee global operations spanning product development, design, manufacturing, sales, logistics, and customer services for TVs and home audio equipment. The “Bravia” branding Sony uses . Subject to regulatory and other approvals, the new company is expected to commence operations in April 2027. It will combine Sony’s picture and audio technology with TCL’s display expertise, vertically integrated supply chain, and end-to-end cost efficiency. Sony’s Bravia TVs are widely recognised for their advanced visual and audio quality, such as the award-winning , but the company faces intense competition from Samsung, LG, and HiSense in the low-margin TV business. By pooling their respective strengths through a joint venture, both companies aim to strengthen their competitiveness in this challenging market environment. Source: