Sony and TCL Are Teaming Up to Make TVs
Sony and TCL announced Tuesday that they are entering into a joint venture that would spin off Sony’s TV and audio business into a new company in which TCL would hold a 51% majority stake.
But that’s not the end for Sony or its flagship Bravia TVs, which celebrated their 20th anniversary last year. The partnership would retain these brands upon entry into force, with a target date of April 2027.
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While Sony has been a home theater mainstay for decades, TCL has quickly transformed itself from a budget brand known for its Roku-integrated smart TVs to a more premium line that has competed favorably with major TV makers such as Samsung and LG. In CNET’s tests, TCL obtained good results, particularly in the LCD TV category.
At CES 2026, TCL unveiled a new screen, the X11La giant LCD screen incorporating a Super Quantum Dot layer which the company claims adds better colors and brightness.
In their announcement, the two companies said the new venture would leverage “Sony’s high-quality picture and audio technology cultivated over years, brand value and operational expertise, including supply chain management, while utilizing TCL’s advanced display technology, global scale advantages, industry footprint, end-to-end cost efficiency and vertical supply chain strength.”
Sony and TCL have said they hope to reach a finalized agreement by the end of March. The launch of the new company will also depend on contract approval and regulatory hurdles.
