The end of an era for Sony TVs? The company is handing majority control to TCL.
TCL to take a 51% majority stake in Sony's TV and home audio business. The 'Sony' and 'Bravia' brand names will continue on future products. The new joint company aims to begin operations in April 2027.
Sony is handing over majority control of its iconic TV business to TCL. As reported by The Verge in January 2026, the two companies have signed a nonbinding agreement to form a new Sony TCL TV joint venture, with TCL taking a 51 percent stake. The move could signal the end of an era for Sony as a standalone TV maker, but might result in more affordable Bravia TVs for consumers.
What the Sony and TCL deal means
Under the proposed deal, Sony's entire home entertainment business, which includes TVs and home audio equipment, will shift to a new company. TCL will be the majority owner with a 51% stake, leaving Sony with the remaining 49%. The thing is, the brand isn't going away. Both the 'Sony' and 'Bravia' names are expected to be retained on future products.
This new entity will manage everything from product development and design to manufacturing, sales, and logistics. In practice, it means the next Bravia TV you buy will be a product of this combined effort, blending expertise from both electronics giants.
A blend of strengths
The partnership aims to combine Sony’s well-regarded image processing and brand value with TCL's QD-Mini LED plans and highly efficient supply chain. For years, TCL has been a major player in display technology and manufacturing, while Sony has focused on the software and processing that make pictures look great.
According to Sony CEO Kimio Maki, the goal is to “create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences.” TCL Chairperson DU Juan added that TCL expects to “elevate our brand value, achieve greater scale, and optimize the supply chain.”
What this means for your next TV
For buyers in the UAE and globally, this could be good news. The biggest potential outcome is more competitively priced premium TVs. For years, buying a Bravia often meant paying a premium for Sony's processing. This deal could change that equation, potentially bringing Sony's tech to more accessible price points.
It reflects a major shift in a market where TCL's latest TV lineup already competes aggressively on features and price. Combining that scale with Sony's brand prestige could create a formidable competitor to other premium brands like Samsung and LG.
Timeline for the new venture
This is not a done deal yet. Sony and TCL have signed a non-binding agreement and aim to finalise binding agreements by the end of March 2026. From there, the plan is to start operating the new joint company in April 2027. This timeline is subject to regulatory approvals and other standard partnership conditions.
Frequently Asked Questions
What is the Sony TCL joint venture?
Sony is spinning off its TV and home audio hardware business into a new joint company with TCL. Under the nonbinding agreement, TCL will hold a 51% majority stake, while Sony retains 49%. The new entity will handle everything from design and manufacturing to sales.
Will Sony Bravia TVs still be available?
Yes, the new company is expected to continue using the 'Sony' and 'Bravia' brand names for future televisions and home audio products. The goal is to combine Sony's brand recognition and technology with TCL's manufacturing efficiency, not to eliminate the brand.
When will the new Sony TCL company start operating?
The two companies are aiming to start operations for the new joint venture in April 2027. This timeline is subject to finalising binding agreements, which they hope to do by the end of March 2026, and securing all necessary regulatory approvals.
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