Bravia TVs move to China: Sony transfers brand management to TCL

Sony and TCL announced a strategic partnership: the Chinese company will take control over Sony's TV and home audio business.

What is known

The companies signed a memorandum on the establishment of a joint venture, in which TCL will own 51% of the shares, and Sony 49%.

Under the agreement, the joint venture will take over the development, production, sales, logistics, and service of TVs and home audio under the Sony and Bravia brands. Operations are expected to start in April 2027, after obtaining all regulatory approvals.

Sony will provide the newly formed structure with access to its proprietary image and sound processing technologies, while TCL will ensure vertically integrated panel manufacturing, global presence, and greater efficiency. This decision reflects the growing pressure on the TV market, where Chinese manufacturers are strengthening their positions thanks to aggressive pricing and improved quality.

Despite the change in control, Sony emphasizes that the Bravia brand will continue to exist, and new models will be released under familiar names but using TCL technologies.

Source: Sony