What a Sony and TCL partnership means for the future of TVs | 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.What a Sony and TCL partnership means for the future of TVsComments DrawerCommentsLoading commentsGetting the conversation ready...TechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsReportCloseReportPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All ReportWhat a Sony and TCL partnership means for the future of TVsIt’s still over a year off, and might not even happen, but a Sony and TCL partnership has wide-spanning implications.by John HigginsCloseJohn HigginsSenior Reviewer, TVs & AudioPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by John HigginsJan 21, 2026, 12:00 PM UTCLinkShareGift Image: Cath Virginia / The VergeTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsReportCloseReportPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All ReportWhat a Sony and TCL partnership means for the future of TVsIt’s still over a year off, and might not even happen, but a Sony and TCL partnership has wide-spanning implications.by John HigginsCloseJohn HigginsSenior Reviewer, TVs & AudioPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by John HigginsJan 21, 2026, 12:00 PM UTCLinkShareGiftJohn HigginsCloseJohn HigginsPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by John Higgins is a senior reviewer covering TVs and audio. He has over 20 years experience in AV, and has previously been on staff at Digital Trends and Reviewed.I’m not sure anyone saw this news coming, but the TV landscape as we know it could change considerably over the next year or two. Sony, the storied Japanese TV brand, has announced that it has signed a memorandum of understanding with its Chinese competitor TCL. This potential partnership — with TCL set to hold a 51 percent stake and Sony 49 percent — has prompted speculation across the internet and I’m sure many meetings at a couple of other TV companies in South Korea.Before we get too apocalyptic and proclaim the end of Sony TVs, it’s important to understand that this isn’t a done deal. The memorandum of understanding indicates that the two companies are in discussions to potentially establish a partnership. There’s still a couple of months before any binding agreements will be drawn up, and then there will need to be regulatory approvals made of those agreements. So there’s still a chance everything could fall apart and nothing comes of yesterday’s announcement. Even if we do hear of a binding contract by the end of March, the new company won’t be fully in effect until April of next year, meaning we likely won’t see any physical products until late in 2027.As of today, Sony already relies on different manufacturing partners to create its TV lineup. While display panel manufacturers never reveal who they sell panels to, Sony is likely already using panels for its LCD TVs from TCL China Star Optoelectronics Technology (CSOT), in addition to OLED panels from LG Display and Samsung Display. With this deal, a relationship between Sony and TCL CSOT LCD panels is guaranteed (although I doubt this would affect CSOT selling panels to other manufacturers). And with TCL CSOT building a new OLED facility, there’s a potential future in which Sony OLEDs will also get panels from TCL. Although I should point out that we’re not sure yet if the new facility will have the ability to make TV-sized OLED panels, at least to start.So what does Sony get out of this deal? For one, it gets access to the production capabilities of TCL. The Chinese company has long promoted the fact that it controls the whole chain of its TV manufacturing process, allowing it to more easily dictate technological development and pricing. If we consider the X11L, it has two important improvements to blue mini-LED tech: newly reformulated quantum dots and an improved color filter. Other companies that use quantum dots could purchase the new QDs and implement them.But without a new color filter, a TV can’t fully take advantage of the new quantum dots. And since color filters are incorporated into the mother glass during manufacturing, changing a color filter involves stopping panel production to update machinery. It’s a big investment for another panel manufacturer to do that for one of its TV manufacturing customers. That’s where TCL has an advantage with its control over the end-to-end production of TVs. The other huge benefit to controlling production at that level is being able to keep overall costs down. With this potential partnership, Sony gains access to that manufacturing infrastructure.For TCL, it gets majority control over the production of Sony TVs, but also access to the technology within those TVs. What makes a Sony TV a Sony TV isn’t the way that it’s put together, but its SoC (System on a Chip) and picture processing capabilities. Sony has long been the leader in picture processing, setting its TV performance apart from competitors — the Bravia 8 II is special because of the processing and not because of the QD-OLED panel from (presumably) Samsung Display.Ultimately for those of us considering the purchase of a Sony TV, the combination of TCL’s manufacturing pipeline and Sony’s excellent picture processing could lead to even better Sony Bravia TVs at more accessible prices.It would take a lot for Sony to completely step aside and allow another company to slap its name on an inferior productThere’s some concern from fans that this could lead to a Sharp, Toshiba, or Pioneer situation where the names are licensed and the TVs produced are a shell of what the brands used to represent. I don’t see this happening with Sony. While the electronics side of the business hasn’t been as strong as in the past, Sony — and Bravia — is still a storied brand. It would take a lot for Sony to completely step aside and allow another company to slap its name on an inferior product. And based on TCL’s growth and technological improvements over the past few years, and the shrinking gap between premium and midrange TVs, I don’t expect Sony TVs will suffer from a partnership with TCL.A few key things are still up in the air based on the announcement. How much of Sony’s processing prowess is going to flow into TCL TVs? The release from Sony mentions the new company will combine Sony’s picture and audio technology with TCL’s manufacturing while retaining the Sony and Bravia name, but there’s no mention if TCL gains access to the Sony tech for its own TCL-branded TVs. Could Sony continue to offer premium TVs while TCL focuses on midrange and entry? It’s possible, but I think it’s more likely that we’ll see some midrange overlap between the brands and that there will still be a distinct design difference between a Sony TV and a TCL TV.The release had a brief mention about Sony’s audio technology and home audio equipment. It sounds like this new Sony/TCL entity will take over Sony products including soundbars, speakers, and maybe even AVRs and turntables. (I don’t think headphones will be included, as Sony previously separated them into a Personal Audio division.) Both companies have been behind competitors — particularly Samsung and its Harman properties — so joining forces could give them the lift they need.No matter the rampant speculation, it’s clear we’re a couple years away from seeing the products that come out of this partnership (assuming it officially happens in a few months). Both Sony and TCL will continue to release the TVs and audio products they have both been developing in 2026 and into 2027. In my opinion, this potential deal demonstrates the home entertainment powerhouse that TCL has become.But, more importantly, I don’t believe this signals the end of Sony. Instead, it might be the beginning of a new phase that could return it to relevance for the majority of TV buyers — and not just the premium enthusiasts that populate videophile forums.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.John HigginsCloseJohn HigginsSenior Reviewer, TVs & AudioPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by John HigginsAnalysisCloseAnalysisPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AnalysisGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsReportCloseReportPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All ReportTechCloseTechPosts 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?How BYD beat TeslaNetflix revises Warner Bros. bid to an all-cash offerSamsung’s discounted microSD Express card more than doubles your Switch 2 storageThe 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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The Sony and TCL partnership, a memorandum of understanding currently set to unfold over the next couple of years, represents a significant shift in the television landscape, carrying implications that extend far beyond mere product availability. As of today, Sony, a brand historically synonymous with innovation and prestige in the home entertainment sector, is entering into a strategic alliance with TCL, a Chinese manufacturer rapidly gaining ground in the global TV market. This arrangement – with TCL holding a 51% stake and Sony a 49% interest – is subject to regulatory approvals and a final, binding agreement expected within months. Given the current timeline, a truly operational entity won’t be fully in effect until April of next year, delaying the release of physical products until late 2027.

Sony's reliance on different manufacturing partners is already established. Display panel manufacturers rarely disclose their client lists, but analysts confirm Sony utilizes panels for its LCD TVs from companies like TCL China Star Optoelectronics Technology (CSOT), alongside OLED panels from LG Display and Samsung Display. The core of this new agreement involves a guaranteed relationship with TCL CSOT for LCD panels, though it’s unlikely this would affect CSOT’s ability to supply panels to other manufacturers. Simultaneously, TCL CSOT is constructing a new OLED facility, presenting a potential future whereby Sony leverages TCL’s OLED production. However, confirming the ability of this new facility to produce TV-sized OLED panels remains uncertain at this stage.

The primary impetus driving this collaboration lies in providing Sony with enhanced production capabilities through TCL. TCL’s strategic advantage resides in its end-to-end control over its manufacturing process, enabling it to dictate technological development and pricing more effectively. This control is vividly exemplified by the X11L, which showcases two key improvements: reformulated quantum dots and an upgraded color filter. The potential for other companies utilizing quantum dots to purchase these new QDs and implement them underscores TCL’s influence. The substantial investment required to modify a color filter within the mother glass during panel manufacturing—a process that necessitates halting production— highlights the significant investment required for TCL to implement these changes for one of its TV manufacturing clients. This control provides a distinct advantage.

Beyond production, cost control represents another key benefit. The anticipated partnership offers Sony access to TCL's existing infrastructure, facilitating a significant reduction in overall production costs. This cost reduction will directly influence the pricing of Sony TVs, particularly in competitive segments of the market.

For TCL, this agreement translates to majority control over the production of Sony TVs, coupled with access to Sony’s technological advancements. A Sony TV’s distinction isn’t defined solely by its construction; rather, it’s driven by Sony’s System on a Chip (SoC) and picture processing capabilities. Sony’s Bravia 8 II stands apart due to this superior processing, differing fundamentally from TVs utilizing Sony's QD-OLED panel (likely sourced from Samsung Display).

Ultimately, for consumers considering a Sony TV, the combination of TCL’s manufacturing pipeline and Sony’s renowned picture and audio technology could deliver even better Sony Bravia TVs at more accessible prices.

Significant uncertainties remain regarding the extent to which Sony’s processing prowess will integrate into TCL TVs. The released statement highlights the combined Sony and TCL entity will retain Sony’s picture and audio technology, alongside the Sony and Bravia brand names. However, there’s no confirmation if TCL gains access to Sony’s technology for its own TCL-branded TVs. Furthermore, it’s possible Sony will continue to offer premium TVs while TCL focuses on mid-range and entry-level markets. This potential strategic division could yield different product lines, catering to distinct consumer segments.

The release touched briefly on Sony’s audio technology and home audio equipment. The new Sony/TCL entity is expected to assume control of Sony products, including soundbars, speakers, and potentially AVRs and turntables. (Notably, headphones are excluded, as Sony maintains a separate Personal Audio division.) Both companies have lagged behind competitors, particularly Samsung and its Harman properties. This partnership could provide them with the boost they need.

It's important to note that judging by current circumstances, this partnership doesn’t necessarily signal the end of Sony. Instead, it might represent the beginning of a new phase, potentially returning Sony to relevance within the majority of the TV buying market—not just among premium enthusiasts who frequent videophile forums. The success of this venture relies on successfully integrating TCL’s production capabilities with Sony’s technological advantages.

There’s considerable concern amongst some fans that this deal could mirror the fate of brands like Sharp, Toshiba, or Pioneer, where the original brand names are licensed and the resulting products represent only pale imitations of their former selves. However, I don’t foresee this happening with Sony. Although Sony’s electronics division hasn’t enjoyed the same level of success as in the past, the Bravia brand remains a storied legacy. A complete relinquishing of control—allowing another company to essentially rebrand and produce inferior products—would require a significant alteration in Sony’s strategic direction. Based on TCL’s steady growth and technological enhancements over the past few years, and the diminishing gap between premium and mid-range TVs, I don’t anticipate that Sony TVs will suffer due to this partnership with TCL.

Several key factors are still undefined based on the announced details. How much of Sony’s picture and audio processing capability will directly influence TCL TVs? There is no mention if TCL will gain access to Sony’s tech for its own TCL branded TVs. It's also unknown if Sony will continue to offer premium TVs while TCL concentrates on lower-cost segments. Finally, a definitive difference in design between a Sony and TCL TV remains a point of uncertainty.

The release offered a brief mention of Sony’s audio technology and home audio equipment. It suggests that this new Sony/TCL entity will take over Sony products, including soundbars, speakers, and maybe even AVRs and turntables. (I don’t think headphones will be included, as Sony previously separated them into a Personal Audio division.) Both companies have been behind competitors—particularly Samsung and its Harman properties—so joining forces could give them the lift they need.

Regardless of the amplified speculation, it’s clear that the full fruits of this partnership won’t be realized for several years—assuming the planned agreement fully materializes within the next couple of years. Both Sony and TCL will continue to release new TVs and audio products throughout 2026 and into 2027. In my opinion, this potential deal demonstrates the growing power that TCL has become in the home entertainment sector. More significantly, I don’t believe this signals the end of Sony. Instead, it might mark the beginning of a new phase—one that could return it to relevance for the majority of TV buyers—and not just for the premium enthusiasts who frequent videophile forums.