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 has announced that it's spinning off its home entertainment electronics business into a joint venture with rival TV maker TCL. The two companies plan to sign agreements by March 2026 that would give TCL 51 percent control of the business,

Sony is effectively stepping back from the day-to-day business of making TVs, and handing the reins to TCL. The two companies announced they’ve signed a memorandum of understanding to form a new joint venture that will take over Sony’s home entertainment business, including televisions and home audio gear.

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.

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

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 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.

In a statement shared by Sony, it confirmed that the joint operation will "operate globally", and will ensure that TCL oversees "the full process from product development and design to manufacturing, sales, logistics, and customer service for products including televisions and home audio equipment".

Netflix struck a new Pay-1 deal with Sony Pictures Entertainment that will make Sony's films available on Netflix globally by 2029.

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.