Sony is giving TCL control over its high-end Bravia TVs
Summary
Sony is forming a joint venture with TCL to take majority control of its Bravia high-end TVs, with TCL owning 51% and Sony 49%. The JV will oversee global development, manufacturing, sales, and support for TVs and related audio gear, while continuing to use the Bravia branding and TCL display technology; a launch is planned for April 2027 pending approvals. This move reflects Sony's shift toward IP and content while leveraging TCL's manufacturing scale to compete in a price-competitive TV market.