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Sony to end Bravia TV production, transfer operations to TCL-led joint venture

For customers, the partnership could make future Sony Bravia models more competitively priced while offering the same premium image quality.

2 min readNew DelhiUpdated: Jan 22, 2026 08:56 AM IST

Sony Bravia 9 with 4K HDR mini-LED. (Image: Sony)

Sony’s high-end TVs could be entering a new phase as the electronics giant has announced plans to carve out its home entertainment business into a new joint venture with TCL.

The two companies said that they have signed a non-binding agreement which is expected to be finalised by the end of March 2026. The new joint venture is expected to commence operations in April this year, subject to regulatory approvals and other partnership conditions.

While TCL is set to hold a 51 per cent stake in the new venture, Sony will hold the remaining 49 per cent stake. As part of the agreement, upcoming models will retain the ‘Sony’ and ‘Bravia’ branding. However, all global operations including product development, design, manufacturing, sales, and logistics of TVs and home audio equipment will be handled by the newly formed entity.

The partnership with Sony could enable Chinese electronics manufacturer TCL’s entry into the premium television segment. As for Sony, the Japanese brand said that the partnership will leverage its picture and audio tech, brand value, supply chain management, and other operational expertise.

This will be combined with TCL’s own display technology as well as its vertical supply chain strength, global market presence, and end-to-end cost efficiency.

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Combining the two companies will allow Sony and TCL to “create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide,” Sony CEO Kimio Maki said in a statement.

TCL expects “to elevate our brand value, achieve greater scale, and optimize the supply chain in order to deliver superior products and services to our customers,” TCL chairperson DU Juan said.

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For customers, the partnership could reshape how the high-end TVs and accessories are built and priced since TCL owns the majority stake in the joint venture. There is also a possibility that Sony TVs might become more competitively priced while still offering premium picture quality. Either way, the flagship ‘Sony TV’ known to consumers around the world is set to undergo subtle changes.

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