Sony Cedes Control of Bravia TVs to China’s TCL Electronics

Sony Group Corp. is spinning off control of its home entertainment business, including the flagship Bravia television brand, to Chinese rival TCL Electronics Holdings Ltd., the latest Japanese company to cut exposure in the low-margin segment.

The PlayStation maker said it will sell a 51% stake in its home entertainment arm to TCL. The two companies plan to set up a joint venture that will begin operations in April 2027 to produce televisions carrying the Sony and Bravia names but use TCL’s display technology, according to a statement. Shares of TCL soared more than 16% in Hong Kong, notching their biggest intraday gain since April 2025. Sony’s stock dipped 0.9% in Tokyo on Wednesday.