Long-term Sony TVs: TCL’s new deal could mean a stronger future for the classic brand

A few months ago, he was a former editor of CNET Australia Mark Serrels wrote this on Bluesky (And I’ll paraphrase): “Boomers love Sony, and I’ve never seen anything like it.” This comment came back to me yesterday, after I heard news about it TCL and Sony form a new joint venture For the production of Sony home audio and television equipment, especially Bravias.

See also: These are the most interesting TVs at CES 2026

Some people were shocked by the decision, and long-term fans are likely the most upset. But here’s the problem: Sony hasn’t produced its own TV, end-to-end, in decades. What this announcement essentially means is that another company will be manufacturing the TVs, a company that can build everything: TCL. TCL manufactures its own panels, has its own assembly plants and an established distribution network. The company is able to do things at a lower cost, and when you couple that with the company’s consistent high performance in the past few years, it makes a very attractive collaboration for a company known for the quality of its images.

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I was lucky enough to attend the Japanese launch of Bravia, which was the “butterfly flapping its wings in the Amazon” moment that led us here. This was the first time that Sony abandoned its reliance on CRT and even plasma, which the company could produce itself. It was the new world of LCD displays, a technology that enabled extremely thin and light tanks, which didn’t burn out like the other two types. The original Bravia boards were produced by S-LCD CompanyIt is a joint project between Samsung and Sony, a partnership that mimics yesterday’s announcement.

In the 1980s and 1990s, Sony built a strong fan base with its Trinitron TVs, but the expansion of LCD displays in 2005 was something else entirely. Sony brought its image processing expertise, which the company still prides itself on, but it mainly relied on another manufacturer to make the panels.

I’m not an economist, so I won’t go into the hows and whys of this High value yen This makes it difficult to compete in the global market when it comes to exported goods such as televisions. However, it is no coincidence that Sony is one of the last prominent Japanese brands in the American market to resist licensing its name. Sharp, Pioneer and Toshiba are among many brands that have left the US and sold their licenses to another company that can produce good TVs for less. (while Panasonic recently returned to the United States On the market, it only has two models compared to *firehose emoji*.)

Yes, it was for Sony too Successful gaming businessBut the company makes more money from software than hardware. The company doesn’t have quite the same revenue stream when it comes to TVs, and although it tried it stuck Sony Pictures Store and PlayStation VueIt can’t compete with market leaders like Netflix and YouTube TV.

The thing that worries most people is the 51% controlling stake that belongs to TCL. Sure, this means TCL will make most of the decisions, and the technology mix has changed from LCD and OLED to Micro-LED, but does it really matter?

I’ve owned two Sony TVs in my life—a Trinitron CRT and a Wega rear-projection TV—and I still look back at them fondly. The company remains well-respected, regardless of who makes the boards. For example, the 2025 Bravia II got some great reviews, and the company is still seen as being able to deliver a great TV — at a much higher price, or with the “Sony tax,” which is the problem.

On my desk, I have a flyer announcing the launch of Sony’s new TV lineup for next year. It says “And don’t forget…Sony RGB is coming. Spring 2026.” That’s right, it looks like the latest technology from CES 2026 is coming to Sony TVs this year (more details expected soon). While TCL was talking about this Counter RGB-Mini LED X11L At the show, ignoring everything else, I noticed that the company was showing off some pre-production RGB-backlit TVs at its booth at CES. I wouldn’t be at all surprised if TCL is the source for this new Sony range.

However, does this new project mean the “death” of Sony, image quality, or anything else that people can complain about? In short: no. With the formation of the new company expected in 2027, Sony will be able to keep its name and have some control over the design and production of its signature product: televisions. This is something that none of the other Japanese companies have been able to achieve successfully and should allow Sony’s good standing to continue for many years to come. And in 2040, you might see someone like me writing, “Gen Xers love Sony.”