Sony-TCL TV Joint Venture: A Strategic Partnership for Bravia TVs.

Sony and TCL form a joint venture to transfer operational control of Sony's TV business to TCL, with Sony retaining brand ownership and a 49% stake. TCL will have decision-making authority as the majority owner and will manage product development, manufacturing, sales, logistics, and customer support. The joint venture aims to reshape Sony's presence in the global TV market and address declining revenue and market share pressures.