Sony Group is spinning off control of its home entertainment business, including the flagship Bravia television brand, to Chinese rival TCL Electronics Holdings, the latest Japanese company to cut exposure in the low-margin segment.
The PlayStation maker said Tuesday it will sell a 51% stake in its home entertainment arm to TCL. The two companies intend to set up a joint venture that will begin operations in April 2027 to produce televisions carrying the Sony and Bravia names but use TCL’s display technology, according to a statement.
TCL, one of China’s oldest and largest electronics conglomerates, has for years tried to forge a major overseas business. It took over one of the most prominent display booths at the CES 2026 conference in Las Vegas this year, supplanting Samsung Electronics, and will now seek to leverage the Sony brand and technical expertise to continue its expansion. It’s grown into a major budget TV name in the U.S. and has previously licensed the BlackBerry and Alcatel brands for mobile devices.
