March 25, 2026 – According to insider information, Sony Group is on the verge of sealing a binding agreement to offload a majority stake in its home entertainment division, which includes the well – known Bravia TV brand, to its rival TCL Electronics Holdings Limited.
The deal is estimated to be worth around $1 billion. Substantial progress has been made in the negotiations between the two parties, and they are striving to announce the transaction as early as March 2026.
Although the talks have reached an advanced stage, no final decision has been made by either side. A representative from Sony Group stated that the company is still in active discussions with TCL to reach a conclusive agreement. Once finalized, an official announcement will be made promptly. On the other hand, TCL has chosen to remain silent on the matter for the time being.
Back in January this year, Sony and TCL signed a memorandum of intent, aiming to establish a joint – venture company to take over Sony’s home entertainment business. Under the proposed agreement, TCL would hold a 51% stake in the joint – venture, while Sony would hold the remaining 49%.
The new company is set to commence operations in April 2027. It will produce TVs bearing both the Sony and Bravia brands, but utilizing TCL’s display technology. The business scope of the new entity will cover the entire supply chain, including product development, design, manufacturing, sales, logistics, and customer service. Initially, both parties planned to wrap up the final agreement negotiations by the end of March 2026 and move forward with the new company’s operations after obtaining approval from relevant regulatory authorities.
