BUSINESS

TCL Chairman Sees Sony Tie-Up as Key to Its Global TV Push

Published: Jan. 23, 2026 2:41 p.m. GMT+8

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Li Dongsheng.

TCL Chairman Li Dongsheng said that a planned partnership with Sony will allow the Chinese home appliance giant to tap the Japanese conglomerate’s audio-visual expertise to enhance its presence in the global TV market dominated by Samsung.

Earlier this week, TCL Electronics Holdings Ltd. announced plans to form a joint venture (JV) with Sony Group Corp. that will take over the latter’s home entertainment business.

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TCL and Sony plan to form a TV and audio joint venture, with TCL holding 51% and Sony 49%, expected to launch in April 2027 pending approvals.
In 2025, TCL shipped 30.4 million TVs (second-largest globally), while Sony shipped 4.1 million; Samsung led with 35.3 million units.
The JV aims to combine Sony's design and technology with TCL's cost-efficient panels; global TV shipments are predicted to decline 0.7% in 2025.

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Who’s Who

TCL: TCL, a Chinese home appliance giant, is partnering with Sony to enhance its global TV market presence. Through a joint venture, 51% owned by TCL, they will manage global operations for TVs and home audio equipment, retaining Sony branding. TCL aims to leverage Sony's audio-visual expertise and sales network to secure the top spot globally, having shipped 30.4 million TVs in 2025.

Sony Group Corp.: Sony Group Corp. plans to form a joint venture with TCL, with TCL owning 51% and Sony 49%. This venture will manage global operations for TVs and home audio, maintaining "Sony" and "Bravia" branding. Sony will contribute product and chip technologies, and design capabilities. The partnership aims to start operations in April 2027.

Samsung Electronics Co. Ltd.: Samsung Electronics Co. Ltd. is the largest TV-maker globally. In 2025, they held a 16% market share, shipping 35.3 million units. This makes them the leading competitor in the TV market, ahead of TCL.

TCL China Star Optoelectronics Technology Co. Ltd.: TCL China Star Optoelectronics Technology Co. Ltd. mainly produces display panels. It has successfully integrated artificial intelligence technology into its manufacturing processes, utilizing industry-specific large models to achieve cost savings of approximately 1.5 billion yuan over the past two years.

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What Happened When

2024-2025：: TCL China Star Optoelectronics Technology Co. Ltd. used industry-specific large models to save about 1.5 billion yuan in costs.

2025：: TCL shipped 30.4 million TVs worldwide, while Sony’s global TV shipments fell to 4.1 million units.

2025：: Global TV shipments are expected to fall 0.7% year-on-year.

2026：: Global TV shipments are projected to decline a further 0.6% as surging chip prices increase production costs.

Earlier this week, 2026：: TCL Electronics Holdings Ltd. announced plans to form a joint venture with Sony Group Corp. to take over Sony’s home entertainment business.