Sony has announced plans to establish a television-business joint venture with China's TCL, with the BRAVIA brand to be rolled out under the new structure from April 2027. The integration of factories, the background to the companies' technology partnership and their respective positions in the global market will be key points of focus.
Sony Group and TCL have announced plans to establish a joint venture, BRAVIA Co., Ltd., which will handle products for televisions and home theaters. TCL Electronics will hold a 51% stake and Sony 49%, with operations scheduled to begin in April 2027. The joint venture will be headquartered in Shinagawa, Tokyo, while the BRAVIA brand is expected to continue being developed by Sony's existing Japanese subsidiary.
The move comes against a backdrop of intensifying competition in Sony's television business, with the company under pressure from competitors in terms of worldwide shipments and market share. According to data from Sigmaintell Consulting, Sony's worldwide TV shipments totaled 4.1 million units in 2025, down from the previous year, while TCL increased its shipments and retained its position as the world's second-largest TV manufacturer.
TCL's strength lies in its vertically integrated structure, with panel production and manufacturing handled within the TCL group. Through the joint venture, the company aims to strengthen its technology and brand presence in the Japanese market. Japan is described as a "high ground" for technology and brands, underscoring the importance TCL places on the market.
Going forward, products are expected to be developed using both the BRAVIA and TCL brands, potentially improving supply-chain efficiency and accelerating the pace of upgrades. Sigmaintell Consulting estimates that the two companies' combined share of the global television market could reach 16.7% in 2027.