Panasonic TVs in the hands of the Chinese company Skyworth

After months of speculation about the future of its screens, Panasonic has made its decision. True to the deadline set by its president, Yuki Kusumi, for the end of fiscal year 2025 (i.e., March 31, 2026, see our news article "Panasonic ready to sell its TV division"), the Osaka-based company announced today in Munich at a European conference that it will entrust the distribution of its TVs in Europe and the United States to the Chinese firm Skyworth Digital Holdings. An "alternative model" to revive the brand? This partnership is not a complete surprise to market observers. Panasonic had already warned in 2025 that it would end its current distribution model in Europe to explore "alternative business models." By joining forces with Skyworth, the number one high-end TV manufacturer in China and the world's fifth-largest panel manufacturer, Panasonic is giving itself a much-needed boost to its industrial operations. The objective is clear: to combine Japanese excellence in image processing (the renowned HCX processor) with Skyworth's industrial power and vertical integration. Following our inquiries with Panasonic executives, the Japanese brand will continue to be available on store shelves. While defining the specifications for the models will be a joint effort between the two parties, manufacturing and logistics will now be managed from China. For those unfamiliar, Skyworth is the third largest player in the global OLED TV market and the leader in the premium TV segment in China. What about OLED expertise, the HCX processor, and Technics? For those passionate about beautiful images, one question remains: will the essence of Panasonic televisions endure? Until now, Panasonic distinguished itself with "Hollywood-style" calibration and meticulous management of OLED panels supplied by LG Display. With Skyworth taking the reins, we can expect strong technological synergy. Skyworth, which heavily promotes its own panel technologies and software expertise in China, will have the daunting task of maintaining the high standards that have earned Panasonic its reputation among tech enthusiasts. The retention of the HCX processor and the know-how of Japanese engineers within the new entity will be the deciding factor in future product tests. Finally, with this reshuffling of the deck for Panasonic TVs, what about the audio partner Technics, whose technologies equip some of Panasonic's high-end displays? There's no definitive answer yet, but it appears that the partnership is no longer a given. Of course, while the Technics audio equipment in the 2025 TV series, which will continue into 2026 (see our news article "Panasonic 2026 TVs: the range unveiled in Munich"), remains relevant, there's a good chance that future premium televisions developed jointly by Panasonic and Skyworth will no longer rely on Technics. Wait and see… Panasonic TVs: A reshuffling of the deck in stores? This change of ownership will have direct repercussions on global distribution. By entrusting its TV business to Skyworth, Panasonic hopes to regain the price competitiveness it lacked, while capitalizing on the "premium" aura of its name. For Skyworth, it's a royal gateway to the European and American markets, where the Chinese brand is still struggling to establish itself under its own brand despite its success in Asia. As we often point out at AVcesar, this announcement confirms the gradual withdrawal of Japanese TV manufacturers from the hardware segment to refocus on services and B2B solutions. It remains to be seen whether this strategic alliance will produce screens as exceptional as the recent Z95B (click on the following reference, Panasonic TV-55Z95B, to discover the full product review by the AVcesar editorial team), or whether we are witnessing the last gasps of Japanese excellence in TV manufacturing.