The companies confirmed the agreement through a signed memorandum of understanding. They plan to finalize binding terms by the end of March 2026. The joint venture is expected to begin operations in April 2027, subject to regulatory approvals.

The new entity will handle the entire value chain, including product development, manufacturing, sales, and customer service. Products from the venture will continue to use the Sony and Bravia brand names.

Sony will contribute its picture processing technology, audio expertise, and brand value. TCL will provide its display manufacturing capabilities, global supply chain, and cost-efficient operations. TCL’s recent growth in display technology and global market share positions it to take advantage of Sony’s premium image and distribution network.

Sony CEO Kimio Maki said the partnership aims to create new customer value through combined expertise. TCL Chairperson Du Juan said the deal will allow TCL to scale further into high-end markets and optimize its operations.

Sony has been gradually moving away from consumer hardware in favor of content businesses like anime, film, music, and gaming. The company previously exited the PC and tablet markets and stopped producing Blu-ray players.

This move ends Sony’s independent control of its TV business, which began in the 1960s. The joint venture gives TCL an opportunity to strengthen its position in premium global markets while maintaining the Bravia brand’s legacy. Sony will retain visibility in the home entertainment segment without managing day-to-day hardware operations.

In related news, TCL has introduced the 5G Mobile WiFi P50 and the WiFi Router BE36 at CES 2026, while also unveiling the world’s first HDR10 AR glasses, the RayNeo Air 4 Pro.

(Source)

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