TCL to take over Sony’s TV business with joint venture that will manage BRAVIA brand

TCL and Sony have signed an agreement by which the Chinese company will take over Sony’s home entertainment business, with a joint venture that will include the Sony BRAVIA television brand and in which TCL will have a 51 percent stake, while the Japanese company will have the remaining 49 percent.

Sony’s BRAVIA televisions have established themselves as a High-quality option within the high-end home entertainment rangewith varied options ranging from OLED panels to Mini LED and QLED, in different sizes that reach 98 inches. In addition to its sound options such as BRAVIA Theater speakers.

However, the Japanese technology company announced this Tuesday a spin-off of its television divisionby signing an agreement with the Chinese panel manufacturing company TCL, through which they will create a joint venture that will take over Sony’s home entertainment business.

Specifically, the agreement for the new company will carry the recognized brands ‘Sony’ and ‘BRAVIA’, in order to “create new value for the customer” through its branded products, such as televisions and home audio equipment.

This was detailed by both companies in a joint statement, in which they explained that the company will operate globally and will be in charge of the entire processincluding from product development and design, to panel manufacturing, sales, logistics and customer service.

That is, the agreement translates into obtaining a greater production capacitysince Sony was currently turning to other manufacturers such as LG and Samsung to manufacture its panels.

As specified, the objective of this new joint venture is take advantage of Sony’s high-quality picture and audio technologycultivated over the years”, as well as “use your brand value“and the operational experience of the Japanese technology company.

In this way, it is worth noting that TCL will have a 51 percent stake in the new company, while Sony will have the remaining 49 percent. Therefore, it will be the Chinese technology company that will make the final decisions in this strategic partnership.

Sony and TCL will begin negotiations for the signing of definitive binding agreements at the end of March of this year and, once the agreements are signed, as well as the relevant regulatory approvals have been carried out, it is expected that the nueva company begins operations in April 2027.

As a result of this partnership, both technology companies have committed to creating “innovative products that meet customer expectations” on a global level. All of this, framed in a market that continues to expand, with trends such as the evolution of smart featuresas well as the “adoption of higher resolution and larger screens”, as TCL and Sony have valued.

“Through strategic business complementarity, the exchange of technology and knowledge, and operational integration, we hope to raise the value of our brand, achieve greater scale and optimize the supply chain to offer superior products and services to our customers,” said the president of TCL Electronics Holdings Limited, DU Juan.