New Delhi: Sony is making a quiet but significant shift in its consumer electronics strategy. The Japanese conglomerate has decided to step back from directly running its television hardware business, even as TVs remain one of its most recognisable products worldwide.
For anyone who grew up seeing a Sony logo glowing under a bulky CRT or a flat Bravia screen in the living room, this move feels big. It also reflects a reality many tech firms face today. TVs sell in large numbers, but profits stay thin and competition stays brutal.
Sony hands control of TV business to TCL
On Tuesday, Sony Group Corp. confirmed it will sell a 51 percent stake in its home entertainment business to TCL Electronics Holdings Ltd.. The two companies plan to form a joint venture that will begin operations in April 2027.
Under the arrangement, televisions carrying the Sony and Bravia names will continue to exist. The key change sits behind the screen. TCL’s display technology will power these products, with Sony retaining a 49 percent stake in the new company.
What the new joint venture will handle
The upcoming joint company is expected to manage almost everything tied to TVs and home audio.
- Product development and design
- Manufacturing and logistics
- Global sales and distribution
Sony said the partnership will lean on its picture and audio processing, brand strength, and supply chain experience. TCL will bring its display panels, cost control, and large-scale manufacturing.
Sony CEO Kimio Maki said the partnership would allow both firms 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 said the venture would help “elevate our brand value, achieve greater scale, and optimize the supply chain.”
Why Sony is stepping back
This move fits a pattern. Sony has spent recent years trimming hardware segments with weak margins. PCs, tablets, portable media players, and low-end TVs have already seen exits or cutbacks.
At the same time, Sony has pushed deeper into content and intellectual property. Anime, films, music, and sports broadcasts now sit at the core of its growth story. TVs survived longer than most hardware units, mainly because Bravia stayed positioned as a premium product.
A wider shift in the TV industry
Sony is not alone. Japanese brands have steadily lost ground to Chinese and Korean rivals. Toshiba, Hitachi, Mitsubishi Electric, and Pioneer have exited TVs. Panasonic and Sharp have reduced focus.
TCL, meanwhile, has grown fast, especially in the US. It made a strong statement at CES 2026 by taking over a major display booth once held by Samsung.
For consumers, Sony-branded TVs will remain on shelves. Behind the scenes, the business now belongs to a new chapter shaped by scale, efficiency, and survival in a tough market.