Sony is selling a majority 51% stake of its TV business to China’s TCL, forming a new joint venture that will continue using the Sony and Bravia brands. The partnership, expected to start in April 2027 pending regulatory approvals, combines Sony’s high-quality picture, audio, and supply chain expertise with TCL’s advanced display technology, global reach, and cost-efficient manufacturing.

The deal marks the end of an era for Sony TVs, but could bring more affordable Bravia models blending Sony’s renowned image processing and sound with TCL’s innovation. Sony CEO Kimio Maki says the venture will create new value for customers, while TCL chair DU Juan expects it to boost brand value, scale, and optimize the supply chain.

Once a pioneer in LED, quantum dot, and OLED TVs, Sony now faces fierce competition in a low-margin market dominated by Samsung, LG, TCL, and others, making this strategic move a major shift in home entertainment.