Sony and TCL said Tuesday they're entering into a joint venture to spin Sony's TV and audio home entertainment business into a new company, with TCL holding a controlling 51% stake.
But it's not the end of Sony or its flagship Bravia TVs, which celebrated their 20th anniversary last year. The partnership would retain those brands when it goes into effect, with a target date of April 2027.
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While Sony has been a home theater mainstay for decades, TCL has rapidly transformed itself from a budget brand known for its Roku-embedded smart TVs to a more premium brand that has competed favorably with top TV makers such as Samsung and LG. In CNET's tests, TCL has performed well, particularly in the LCD television category.
At CES 2026, TCL unveiled a new display, the X11L, a giant LCD incorporating a Super Quantum Dot layer, that the company says adds better color and brightness.
(If you currently have a TV from either company, make sure you're getting the most out of it. Check your Sony TV settings or the TV settings on your TCL.)
In the announcement, the two companies said the new venture will lean on "Sony's high-quality picture and audio technology cultivated over the years, brand value and operational expertise, including supply chain management, while utilizing TCL's advanced display technology, global scale advantages, industrial footprint, end-to-end cost efficiency, and vertical supply chain strength."
Sony and TCL said they hope to finalize the agreement by the end of March. The startup of the new company will also depend on clearing contract and regulatory hurdles.
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