Sony has decided to step back from directly running its television business, handing control of its well-known Bravia TV brand to Chinese electronics major TCL Electronics. The move underlines how even iconic Japanese brands are rethinking their presence in a tough, low-margin global TV market dominated by Chinese and Korean players.
Sony Group said it will sell a 51 percent stake in its home entertainment business to TCL, effectively giving the Chinese company control. The two firms plan to form a joint venture that will start operations in April 2027. Under this arrangement, televisions sold under the Sony and Bravia brands will continue, but they will use TCL’s display technology.
For Sony, the decision reflects a long-running shift away from mass-market consumer electronics. The company, best known today for PlayStation, films, music and anime, has been steadily cutting exposure to hardware segments where profits are thin and competition is intense. Over the years, Sony has exited or scaled down businesses such as personal computers, tablets, portable media players and low-end televisions.
The global TV industry has become particularly challenging for Japanese companies. Once dominant, firms such as Toshiba, Hitachi, Mitsubishi Electric and Pioneer have exited the TV business altogether. Others, including Panasonic and Sharp, have reduced their focus on televisions as part of their growth strategies. Chinese and South Korean manufacturers, backed by scale and cost advantages, now dominate global shipments.
Against this backdrop, Sony’s Bravia brand managed to survive mainly because it focused on the premium end of the market. Bravia TVs are positioned as high-end products, offering superior picture quality and sound, and are aimed at customers willing to pay more. Sony has long marketed these TVs as part of its wider creative ecosystem, promising a viewing experience that reflects how films and shows are made using Sony cameras, studios and production tools.
For TCL, the deal is a significant step in its global expansion plans. One of China’s oldest and largest electronics groups, TCL has built a strong presence in the budget and mid-range TV segments, especially in the US. It has also used brand licensing in the past, including names such as BlackBerry and Alcatel in mobile devices.