Sony Bravia TVs to be co-developed by TCL
Sony and TCL have announced that both companies will establish a new joint venture. This joint company is set to take over Sony Home Entertainment, meaning Sony will no longer develop televisions, soundbars or home theater audio systems on its own, at least not without support from TCL.
The current plans say that TCL will hold a commanding 51% of the joint venture, while Sony will own the remaining 49%. This new company is intended to operate globally and to take over all tasks previously handled by Sony Home Entertainment, which includes the development of new products, manufacturing, marketing, sales and customer service. Negotiations are still ongoing, but Sony and TCL aim to sign an agreement before the end of March 2026 so that the new joint venture can likely begin operations in April 2027.
As usual, such mergers can only take place if they are not blocked by antitrust authorities. Since neither Sony nor TCL holds an exceptionally large market share in the home theater and TV segment, the chances of obtaining the required regulatory approval are arguably pretty high. The new products developed by this joint venture will be marketed under the Sony Bravia brand name. That being said, it is currently unclear if TVs and other home theater products will continue to carry the TCL branding.
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