Sony Plans to Transfer Control of Bravia TV Business to TCL Electronics

Sony Group Corp. has announced the sale of a 51% stake in its home entertainment division, including the Bravia TV brand, to China's TCL Electronics Holdings Ltd, as per Bloomberg. This strategic move marks Sony's shift away from low-margin consumer electronics. 

Sony's Strategic Shift in Home Entertainment 

On January 20, 2026, Sony confirmed its decision to transfer control of its home entertainment business to TCL. The Japanese company will retain a 49% stake, forming a joint venture with TCL that will commence operations in April 2027.  

This venture will produce televisions under the Sony and Bravia brands, utilising TCL's advanced display technology. 

Bravia TVs have long been positioned in the premium market segment, appealing to consumers willing to invest in superior picture and sound quality. Despite global recognition, Sony has faced challenges in maintaining profitability in the consumer electronics sector. 

TCL's Expansion and Strategic Goals 

TCL Electronics, one of China's largest electronics conglomerates, has been expanding its global footprint. By acquiring a majority stake in Sony's Bravia TV business, TCL aims to leverage the Sony brand's prestige and technical expertise to enhance its presence in the premium TV market. 

At the CES 2026 conference in Las Vegas, TCL showcased its ambition by taking over a prominent display booth, previously occupied by Samsung Electronics. The company has also been active in licensing well-known brands like BlackBerry and Alcatel for mobile devices. 

Japanese Electronics Firms and Market Dynamics 

Japanese electronics companies have faced increasing competition from Chinese and Korean manufacturers. Many, such as Toshiba, Hitachi, and Mitsubishi Electric, have exited the TV business, while others like Panasonic and Sharp have reduced their focus on this segment. 

Sony's decision to sell a majority stake in its Bravia TV business aligns with its broader strategy of focusing on intellectual property assets, including anime, live-action films, music, and sports broadcasts. 

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Conclusion 

Sony's plan to transfer control of its Bravia TV business to TCL Electronics signifies a strategic shift in its business model. By forming a joint venture with TCL, Sony aims to streamline its operations while TCL seeks to strengthen its position in the premium TV market. 

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