In a major shift for the industry, Sony has agreed to transfer its Home Entertainment division to a new joint venture controlled by Chinese manufacturer TCL.
Under the agreement, TCL will own 51% of the venture and take over the full operation — including development, supply chain, and distribution — of Sony-branded TVs. Sony will retain a 49% stake, contributing only its Bravia branding and proprietary image processing algorithms.
This strategic move allows Sony to exit the low-margin hardware manufacturing rat race, while TCL gains immediate access to the premium TV market. The new operational structure is scheduled to launch in April 2027.