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Bravia Inc, a Sony-TCL partnership that retains Sony DNA

01.04.2026 • 18h43
Announced on January 20th, upon returning from the CES trade show in Las Vegas, the joint venture between Sony and TCL is taking shape. The two groups have just signed the final agreements officially creating Bravia Inc., a new entity tasked with designing, producing, and marketing future Sony audio-video products, from televisions and audio systems to projectors.
While the news surprised fans of the brand, given that TCL holds 51% of the joint venture compared to Sony's 49%, the company will retain a strong Sony influence, both in its organization and its product philosophy. Bravia Inc., a structure managed from Japan, will be based in Sony's Osaka offices in Tokyo and led by Kazuo Kii, a long-time executive of the group, who has been appointed CEO. The board of directors will have four other members, equally divided between Sony and TCL. As announced, Bravia Inc. will take over all of Sony's Home Entertainment activities from April 2027: development, design, manufacturing, logistics, after-sales service, as well as the B2B ranges (flat panel and LED screens). All future products will continue to bear the Sony and Bravia brands, with a contractual framework guaranteeing the protection of both companies' technologies and intellectual property. To be clear, this agreement does not cover headphones, optical drives, stereo amplifiers, home theater systems, televisions, or soundbars. Production transferred to TCL, but Sony's product DNA preserved. As expected, Sony will transfer 100% of the shares of Sony EMCS (Malaysia), its main Home Entertainment production site, to TCL. Discussions are also underway regarding the total or partial transfer of Shanghai Visual Products Co. Ltd., another Sony manufacturing center. These moves are in line with the partnership's strategy: to leverage TCL's industrial strength to enhance the competitiveness of future products, while Sony retains control over premium development. Objective: to strengthen BRAVIA's global competitiveness. Kazuo Kii summarizes the new entity's ambition: "We will combine the strengths of Sony and TCL to develop innovative products capable of exceeding user expectations worldwide." Juan Du, president of TCL Electronics, confirms the shared vision: "Together, we want to accelerate the global development and premiumization of Bravia Inc. by combining our respective expertise." Now we just have to wait until 2027 to discover the first products resulting from this unprecedented alliance, which could well redefine Sony's TV and audio strategy for the coming decade.