Sony Sells 51% Stake in TV Division to TCL for JV

Sony Group announced on Tuesday that it will sell a 51 percent controlling stake in its home entertainment division, which includes the flagship Bravia television brand, to China's TCL Electronics, forming a joint venture set to begin operations in April 2027. The Tokyo-based company will retain a 49 percent share in the new entity, which will handle global product development, manufacturing, sales, logistics, and customer service for televisions and home audio equipment under the Sony and Bravia names.

The agreement, pending regulatory approvals and expected to finalize by the end of March, marks a significant shift for Sony in the competitive consumer electronics market. The joint venture will leverage TCL's advanced display technology, vertical supply chain capabilities, global footprint, and cost efficiencies, combined with Sony's expertise in high-quality picture and audio processing, brand value, and supply chain management. Products will continue to carry the established Sony and Bravia branding, aiming to blend the strengths of both companies to deliver enhanced value to consumers.

"By combining both companies' expertise, we aim to create new customer value in the home...