Sony’s new shock TV deal could finally make Bravia TVs more affordable

Sony and TCL, two of the biggest names in TVs, just made a surprising announcement: they are joining forces.

In a joint press release, Sony revealed plans to spin off its TV and home entertainment business and form a new joint venture with Chinese electronics giant TCL. As part of the deal, TCL will hold a 51 percent stake in the new joint venture, while Sony will retain the remaining 49 percent.

The two companies have signed a memorandum of understanding to this effect, with plans to sign definitive binding agreements by the end of March 2026. The new combined company, pending regulatory approvals, would begin operations in April 2027.

Sony and TCL have already announced that the new combined company will continue using the “Sony” and “Bravia” brand names, so Sony’s popular Bravia TVs aren’t going anywhere, and that the new company is aiming to “create new customer value” with them.

“By combining both companies’ expertise, we aim to create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide,” Sony CEO Kimio Maki said in a statement.

Cheaper Bravia TVs could be on the way

TCL is known for its affordable TVs

In a press release, Sony and TCL outline how the new company will leverage Sony’s picture and audio technology, brand value, and operational expertise, while also leveraging TCL’s advances in display technology, vertical supply chain strength, global market presence, and end-to-end cost efficiency.

That last point — end-to-end cost efficiency — is what really stands out to me. It makes me wonder whether this could eventually lead to cheaper Bravia TVs. In Sony’s 2025 Bravia lineup, the most affordable model is the LED Bravia 2 II, which starts at $500 for the 43-inch version (though it can be found for less on sale). TCL, meanwhile, sells TVs well below that price point, so it’s not hard to imagine a $300 or $400 Bravia TV coming out of this new venture at some point. Given what TCL’s chairperson has said, that doesn’t seem entirely out of the question.

“We believe that this strategic partnership with Sony represents a unique opportunity to combine the strengths of Sony and TCL, creating a powerful platform for sustainable growth,” said TCL Chairperson Du Juan in a statement. “Through strategic business complementarity, technology and know-how sharing, and operational integration, we expect to elevate our brand value, achieve greater scale, and optimize the supply chain in order to deliver superior products and services to our customers.”

Sony first entered the TV business in the 1960s, so teaming up with TCL may come as a surprise to some, especially given how long Sony has been around and how recognizable the brand still is. That said, Sony has spent the past several years scaling back its consumer electronics footprint, selling off or shutting down its PC, tablet, and media player businesses, as well as its low-end TV lineup (via Bloomberg), so this may have also seemed inevitable to some.

Sony’s high-end Bravia TV business has endured largely because there’s still a strong audience willing to pay for top-tier picture and sound quality, as the 2025 Bravia 8 II demonstrates. So it’s possible that teaming up with TCL is Sony’s way of expanding and keeping the Bravia business alive rather than stepping away from it entirely.

Sony and TCL are working on a definitive agreement for the deal, which should be finalized by the end of March 2026. Pending any regulatory approvals, the new combined business will be operating by April 2027, so there’s still a bit of a wait before any new TVs come out of this.