Something Big Is Brewing, Sony and TCL Move Toward Major TV Partnership

(January 20, 2026) Sony and TCL have signed a "memorandum of understanding" that could reshape one of the most recognizable brands in modern television. The two companies say they are moving forward with discussions toward a strategic partnership that would include Sony’s home entertainment business. If the deal proceeds, TCL would hold 51 percent of the new venture and Sony would hold 49 percent, with the new company operating globally and overseeing everything from product development and design to manufacturing, sales, logistics, and customer service for products including televisions and home audio equipment.

It's important to note that this isn't a finalized transaction; Sony carefully frames it as the start of a process, not the conclusion. The memorandum confirms intent, and the companies say they'll continue discussions toward definitive binding agreements by the end of March 2026. The planned operational start date is April 2027, and Sony notes that timeline is subject to execution of definitive agreements, relevant regulatory approvals, and other conditions.

So how exactly would this marriage work? Sony says the new business would leverage its picture and audio technology, along with brand value and operational expertise, including supply chain management. TCL’s contributions are described as advanced display technology, global scale advantages, industrial footprint, end-to-end cost efficiency, and vertical supply chain strength. In other words, Sony is emphasizing the value of its long-developed imaging and audio know-how and the strength of the Sony and BRAVIA names, while TCL highlights its manufacturing prowess and supply chain scale.

Sony says the new company’s products are expected to carry “Sony” and “BRAVIA” names, both of which counter TCL's value positioning within the market.

Sony also offers a broader market context for why this partnership is being considered now. The company points to continued expansion in the global market for large TVs, driven by diversified viewing styles tied to the growth of streaming and video-sharing platforms, improved user experiences enabled by evolving smart features, and the ongoing shift toward higher resolution and larger displays. In that environment, Sony says the new company aims to create innovative products that meet customer expectations, while achieving further business growth through operational excellence.

AV NIRVANA will keep tabs on this story and provide updates as they become available.

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• FORUM: Sony BRAVIA Projector 7, 4K HDR laser Projector, on sale $7,999.00 & BRAVIA Projector 8, XW6100ES 4K HDR Laser Projector, $15,999.00 on sale + More
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• NEWS: Sony’s New BRAVIA Projector 7 Targets Cinematic Performance in Real-World Rooms[/B]
  

 

[tripplej]

I am assuming Bravia sets will come down in price with this joint venture once it is finialized with TV being built by TCL and under the hood is Sony.

 

[Todd Anderson]

Really tough to say what’s happening here. Sony’s slice of TV sales is small. I’m guessing they’re looking to shed it, allowing them to pursue higher profit avenues.

Having TCL’s ability to scale will help, but this allows TCL and Sony to benefit from having products within both high and low-end territory.

My take, at least

 

[Robert Zohn]

My understanding is that this is a new lineup of Sony and TCL to develop and produce new video technology advancements.

 

[Mr.Satyre]

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(January 20, 2026) Sony and TCL have signed a "memorandum of understanding" that could reshape one of the most recognizable brands in modern television. The two companies say they are moving forward with discussions toward a strategic partnership that would include Sony’s home entertainment business. If the deal proceeds, TCL would hold 51 percent of the new venture and Sony would hold 49 percent, with the new company operating globally and overseeing everything from product development and design to manufacturing, sales, logistics, and customer service for products including televisions and home audio equipment.

It's important to note that this isn't a finalized transaction; Sony carefully frames it as the start of a process, not the conclusion. The memorandum confirms intent, and the companies say they'll continue discussions toward definitive binding agreements by the end of March 2026. The planned operational start date is April 2027, and Sony notes that timeline is subject to execution of definitive agreements, relevant regulatory approvals, and other conditions.

So how exactly would this marriage work? Sony says the new business would leverage its picture and audio technology, along with brand value and operational expertise, including supply chain management. TCL’s contributions are described as advanced display technology, global scale advantages, industrial footprint, end-to-end cost efficiency, and vertical supply chain strength. In other words, Sony is emphasizing the value of its long-developed imaging and audio know-how and the strength of the Sony and BRAVIA names, while TCL highlights its manufacturing prowess and supply chain scale.

Sony says the new company’s products are expected to carry “Sony” and “BRAVIA” names, both of which counter TCL's value positioning within the market.

Sony also offers a broader market context for why this partnership is being considered now. The company points to continued expansion in the global market for large TVs, driven by diversified viewing styles tied to the growth of streaming and video-sharing platforms, improved user experiences enabled by evolving smart features, and the ongoing shift toward higher resolution and larger displays. In that environment, Sony says the new company aims to create innovative products that meet customer expectations, while achieving further business growth through operational excellence.

AV NIRVANA will keep tabs on this story and provide updates as they become available.

Related Reading:

• FORUM: Sony BRAVIA Projector 7, 4K HDR laser Projector, on sale $7,999.00 & BRAVIA Projector 8, XW6100ES 4K HDR Laser Projector, $15,999.00 on sale + More
• NEWS: OLEDs Go Head-to-Head at the 2025 TV Shootout, Sony Squeaks Out the Win!
• NEWS: Sony Projectors Unchained in Europe, Harman/JBL Files Lawsuit Against Voxx/Klipsch, and a Full AV News Rundown!
• NEWS: Sony’s New BRAVIA Projector 7 Targets Cinematic Performance in Real-World Rooms[/B]

Um.

Didn’t Sony have a blockbuster year last year? Obviously they know more about their own inner workings than I do, but...51/49 split not in Sony's favor? That's hard to fathom; I can't understand Sony accepting anything less than control of the helm. My gut tells me this will dilute the perceived value of Sony products. It will be difficult reconcile premium Sony prices against TCL "every man" prices. (at both Onkyo, and later at PAC, we were continually battling the eternal question from the resellers "Why am I expected to buy Pioneer or Elite when I already have Onkyo or Integra when they're all the same thing under the hood, or near enough to make no difference?" and, "Why am I paying more for Integra when I can get an Elite for less?" That was precisely why I was trying to break that up and create clear differences between the brands and lines)

As far as production capabilities, TCL probably does have an edge over Sony, but I remember when Pioneer bought NEC's 61" PDP line to compete against the ever-larger LCD sizes, and that was the first hint of the beginning of the avalanche of Pioneer's eventual demise.

Anyway, great reporting as always! Thanks!

 

[Mr.Satyre]

My understanding is that this is a new lineup of Sony and TCL to develop and produce new video technology advancements.

If anyone should know, it would be you!