Sony is ceding control of its Bravia TV brand to China’s TCL as part of a new “strategic partnership,” the companies announced in a joint press release. The Japanese electronics giant plans to sell a majority 51 percent stake in its home entertainment arm to TCL, while retaining a 49 percent share. The joint venture is set to start operations in April 2027, pending regulatory and other approvals.
The new combined business will sell TVs carrying Sony and Bravia branding while using TCL’s display technology. The partnership will also leverage Sony’s picture and audio expertise, supply chain management and
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