However, Sony aims to leverage TCL’s advanced display technology development, global scale, and end-to-end cost efficiencies to expand its global reach and bring its TV, audio and home cinema products to a wider range of consumers – particularly those seeking more affordable options.

Sony Group (SONY) plans to spin off its TV and broader home entertainment hardware business into a global joint venture with China’s TCL, which will have majority control. Under a memorandum of understanding,

Sony is diluting its home entertainment business by selling a 51% stake to TCL, forming a new global joint venture for Bravia TVs and audio products amid declining margins and rising competition.

While TCL is taking the reins of Sony’s home entertainment division, the Bravia TV brand will live on. How it will live on is another question.

A few months ago, former editor for CNET Australia Mark Serrels wrote this on Bluesky (and I'll paraphrase): "Boomers love Sony, I've never seen anything like it." This comment came back to me yesterday, after hearing news of TCL and Sony forming a new joint company to produce Sony home audio and TVs, especially Bravias.

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.

Sony has shocked the industry by announcing a deal with TCL for its TV arm – but should Alpha users be worried?

With the Super Bowl just around the corner, TCL, the official TV partner of the NFL, is rolling out major savings across its premium TV lineup.

TCL is set to take over Sony's home entertainment business, and some customers are concerned about a lack of choice and lower quality products.