Sony’s TV business is being taken over by TCL | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAICESHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Sony’s TV business is being taken over by TCLComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechSony’s TV business is being taken over by TCLThe two companies are planning to form a new joint venture that will carry the ‘Sony’ and ‘Bravia’ branding.The two companies are planning to form a new joint venture that will carry the ‘Sony’ and ‘Bravia’ branding.by Jess WeatherbedCloseJess WeatherbedNews ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess WeatherbedJan 20, 2026, 10:21 AM UTCLinkShareGiftIf the partnership goes ahead, TCL will have input into the development of future Sony Bravia TV models. Image: SonyJess WeatherbedCloseJess WeatherbedPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess Weatherbed is a news writer focused on creative industries, computing, and internet culture. Jess started her career at TechRadar, covering news and hardware reviews.Sony has announced plans to spin off its TV hardware business, shifting it to a new joint venture with TCL. The two companies have signed a nonbinding agreement for Sony’s home entertainment business, with TCL set to hold a 51 percent stake in the new venture and Sony holding 49 percent.With this partnership, TCL is elevating itself into the premium television landscape after innovating with technology over the last few years. If the deal goes through it would mark the end of an era for Sony, and could open the door for cheaper Bravia TVs built with excellent Sony image processing and leading TCL tech.Sony and TCL are aiming to finalize binding agreements by the end of March, and start operating the new joint company in April 2027, subject to regulatory approvals and other partnership conditions.The new company is expected to retain “Sony” and “Bravia” branding for its future products and will handle global operations from product development and design to manufacturing, sales, and logistics for TVs and home audio equipment. Sony says that the partnership will leverage Sony’s picture and audio tech, brand value, supply chain management, and other operational expertise. This will combine with TCL’s own display technology, vertical supply chain strength, global market presence, and end-to-end cost efficiency.In the announcement, Sony CEO Kimio Maki says that combining the two companies will allow Sony and TCL to “create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide.” TCL chairperson DU Juan says that under the new venture, TCL expects “to elevate our brand value, achieve greater scale, and optimize the supply chain in order to deliver superior products and services to our customers.”Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jess WeatherbedCloseJess WeatherbedNews ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess WeatherbedGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsSonyCloseSonyPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All SonyTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechTVsCloseTVsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TVsMost PopularMost PopularSony’s TV business is being taken over by TCLHow much can a city take?Bungie’s Marathon shooter launches on March 5thAsus may have made its last phoneA second US Sphere could come to MarylandThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Sony is transitioning its television hardware business to a new joint venture with TCL, marking a significant shift in the home entertainment landscape. As of January 2026, Sony and TCL have formalized a non-binding agreement, with TCL holding a 51% stake in the newly formed company, and Sony retaining the remaining 49%. This strategic alliance aims to leverage the strengths of both firms, culminating in a new company operating under the established “Sony” and “Bravia” branding. The venture will encompass global operations, spanning product development, design, manufacturing, sales, logistics, and distribution for televisions and home audio equipment.

Sony intends to contribute its technological expertise, particularly in picture and audio technology, brand recognition, supply chain management, and operational capabilities. Conversely, TCL will provide its display technology, robust vertical supply chain, expansive global market presence, and cost-efficient operations. This combination is projected to generate new value for consumers through enhanced audio-visual experiences.

TCL Chairperson DU Juan anticipates this partnership will elevate TCL’s brand value, boost scale, and optimize the supply chain to deliver superior products and services. Sony CEO Kimio Maki envisions that the combined entity will “create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide.” The move underscores a deliberate strategy to capitalize on TCL’s advancements in display technology and global market reach while retaining Sony's established brand and technological assets. The agreement is scheduled to finalize binding agreements by the end of March 2026, with operations slated to commence in April 2027, contingent upon regulatory approvals and other partnership conditions.