"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 news will come as a shock to some, particularly in Japan, as Sony has been strongly associated with high-quality TVs since the Trinitron days. However, it's currently fighting in a low-margin TV business full of formidable competitors including Samsung, LG, Hisense and TCL. The company has already sold off or closed other electronics operations, including PCs and tablets, and is barely hanging in with its smartphone business."
Sony will sell a 51 percent stake in its Bravia home entertainment arm to TCL, retaining 49 percent, and the joint venture aims to begin operations in April 2027 pending approvals. The combined business will market TVs under Sony and Bravia branding using TCL's display technology while leveraging Sony's picture and audio expertise, supply-chain management, and other strengths. TCL will provide vertical supply-chain capacity, global market presence, and cost efficiency. The move reflects pressure in a low-margin, highly competitive TV market and follows Sony's exit from internal panel production and other consumer-electronics areas.
Read at Engadget
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