Sony partners with TCL, ceding 51% control of Bravia TV and audio to focus on higher-margin ventures.

A joint venture between Sony and TCL will give TCL 51% of the Bravia TV and home audio business, with Sony keeping 49%. Aiming to combine Sony's image and audio technology with TCL's manufacturing scale and global supply chain, the deal will go into effect in April 2027, pending regulatory approval. With an emphasis on cost effectiveness and innovation, the new organization will oversee worldwide operations under the Bravia and Sony brands. With this move, Sony is strategically moving away from consumer electronics hardware and toward higher-margin businesses like gaming and entertainment.