Sony and TCL agree joint venture giving TCL 51% of home entertainment unit

Sony has announced a strategic partnership with TCL under which TCL would take a 51% stake in Sony’s home entertainment division, the companies said in a press release and memorandum of understanding.

The agreement covers TVs and home audio and, according to Sony, aims to combine Sony’s picture and audio technology, brand value and operational expertise with TCL’s display technology, global scale, industrial footprint, cost efficiency and vertical supply chain advantages. Sony said the two companies “consider the two companies to be nearly equal partners.”

ZDNET noted this could result in branding such as “Designed by Sony, Built by TCL” and a limited initial selection as TCL integrates the premium Bravia name into its midrange and budget catalogue. The deal would give TCL access to Sony’s high-end OLED panel technology; the report also notes TCL bought LED technology patents from Samsung in 2022.

The memorandum anticipates a full contract by the end of March 2026 and a new company starting by April 2027, but finer details remain unpublished and the transaction faces legal hurdles. It is unclear how the new arrangement will affect pricing or how Sony loyalists’ quality expectations will be met when TCL-led Bravia models appear, potentially as soon as 2027.

Key Topics

Tech, Sony, Tcl, Bravia, Oled Panels, Joint Venture