Sony just handed its TV business to TCL — here’s what it means for you

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TCL will keep using the Sony and Bravia branding on future TVs

Sony Bravia 8 II
(Image credit: Sony)

Sony is spinning out its TV and home audio business and has announced that Chinese company TCL will take a 51% controlling interest.

Sony will retain a 49% stake, and TCL will continue to use the "Sony" and "Bravia" branding as part of the deal.

"The new company's products are expected to carry the globally recognized "Sony" name and "BRAVIA™" name, aiming to create new customer value through these branded products such as TVs and home audio equipment."

What does it mean for you?

TCL X11L on wall in living room

(Image credit: TCL)

Right now, nothing will immediately change in either camp. The two companies are finalizing the agreements by the end of March and, subject to approval, their new joint company won't even be operational until April 2027.

But it could mean that Bravia sets — some of the best TVs you can buy — come down in price in the long run due to streamlining the production. The TVs may be built by TCL at a cheaper cost, but could still come packed with Sony's image-processing tech. That's a win if you're planning to upgrade your TV in the next few years.

Meanwhile, TCL itself — which has been producing better and better products — will be able to leverage many of the features that make Sony's TVs so good. Hopefully, that means we also get improved quality on TCL's own sets as well. We'll be keeping a close eye on the releases from both companies over time to determine what, if any, changes have been made as a result.

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Jeff Parsons
Jeff Parsons
UK Editor In Chief

Jeff is UK Editor-in-Chief for Tom’s Guide looking after the day-to-day output of the site’s British contingent.

A tech journalist for over a decade, he’s travelled the world testing any gadget he can get his hands on. Jeff has a keen interest in fitness and wearables as well as the latest tablets and laptops.

A lapsed gamer, he fondly remembers the days when technical problems were solved by taking out the cartridge and blowing out the dust.

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