Sony and TCL are teaming up to make your next TV, and it's a bigger deal than you think

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ZDNET's key takeaways

Sony has announced a strategic partnership with TCL.
The agreement gives TCL 51% control of Sony's home entertainment division.
This could lead to material exchanges that yield better products for end users.

In a press release earlier today, Sony announced that it had entered a "strategic partnership" in which TCL would take a 51% stake in Sony's home entertainment division, which includes TVs and home audio.

Also: Why I'm recommending the Sony Bravia 8 II over competing OLED TVs - especially to enthusiasts

While the agreement is still in the very early stages, plans are in place to have a full contract by the end of March 2026, with the new company starting by April 2027.

ZDNET reached out to the two companies regarding the partnership, and here's what Sony has shared for now:

"Sony and TCL have agreed to move forward with discussions and consideration for a strategic partnership in their home entertainment field.

The two companies have signed a memorandum of understanding to confirm their intentions to establish a joint venture to grow the home entertainment business in the global market by combining the strengths of both companies.

The new company plans to advance its business by leveraging 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 strength, industrial footprint, end-to-end cost efficiency, and vertical supply chain advantages.

We consider the two companies to be nearly equal partners, both Sony and TCL will provide steadfast support for the sustainable growth of the new company, to create innovative products that meet the expectations of customers around the world and pursue further business growth through operational excellence."

What this means for you

While it remains to be seen what lasting implications this deal will have on the future of TV manufacturing, it's likely that much won't seem all that different at first. We may see a "Designed by Sony, Built by TCL" branding push as the new company gears up for the release of its first few TV models, and selection may be limited as TCL tests how to fit the premium Bravia brand into the existing catalogue of midrange and budget-friendly screens.

Also: We saw dozens of TVs at CES 2026: Keep these 5 models on your radar this year

The deal will give TCL access to Sony's high-end OLED panel technology, which follows TCL purchasing LED technology patents from Samsung back in 2022. While the finer details of the agreement haven't yet been made public, this may signal that Sony is considering bowing out of the TV game altogether.

With strong (and cheaper) competition from big brands like LG and Samsung, as well as TCL and Hisense, the high price of Bravia TVs and rare discounts can be a major deterrent for a lot of customers. Other brands like Panasonic and Vizio have almost completely exited the TV market, focusing instead on other technologies like PC monitors.

The Sony-TCL deal still has several legal hurdles to clear before becoming official, but when the new TCL-led Bravia models hit the market -- as soon as 2027 -- it will be interesting to see how a brand best known for its midrange screens will meet the quality expectations of Sony loyalists.

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