Future #1 TV brand? How TCL's collaboration w/ Sony solidifies its industry leadership?

In case you haven't heard the news yet, TCL and Sony recently signed a memorandum of understanding.

File photo: TCL 55-inch 4K Google TV at our home studio

Under the new MOU, the world's number 2 and Philippine's number 1 Smart TV maker TCL will acquire a 51% controlling stake in Sony’s home entertainment division, including TV and audio. 

What does this mean to Filipino consumers and beyond? Read on.

How TCL's collaboration w/ Sony solidifies its industry leadership?

File photo: TCL logo

1. TCL and Sony technical expertise combine - Both TCL and Sony are highly reputable electronics makers with a long history of making good-quality devices for a wide range of consumers.

With this partnership, TCL will undoubtedly elevate its Smart TV game to even greater heights. 

The two are expected to further improve and innovate faster in picture processing, AI, audio engineering, and design finesse.

Meanwhile, Sony will have access to TCL's ever-improving panels for its Bravia TV line. 

2. Premium brand value will get mass-market reach - The two brands will enjoy each other's prestige. TCL is the popular and reliable choice in the budget and mid-range market. Sony is highly respected in the high-end market.

The Sony branding and tech will improve the reputation of TCL in the high-end smart TV category and allow the brand to tap into the brand-sensitive high-end TV market. It is also expected to resonate across its target markets, from mid-range to affordable Smart TVs.

For Filipino consumers and beyond, this means access to TVs that combine Sony's brand prestige with TCL's competitive pricing and distribution in the future.

File photo: TCL TV in our place

3. Road to number 1, better service - With their combined market share, technologies, and more, this partnership could fast-track TCL's goal to become the new market leader. 

Once TCL is on top, the competition will get even better. We won't be surprised if other smart TV brands try to match TCL's pricing and competitive edge.

For the Philippines, where TCL already leads the market, this move could cement its dominance in every segment—from entry-level to luxury.

Since the joint venture will operate globally, both TCL and Sony are expected to gain each other's advantages in customer service and overall support—making the overall experience even more satisfactory and convenient for its customers. 

Quick thoughts

Generally, this move combines TCL's scale with Sony's premium edge, setting the stage for competitively priced, high-quality TVs.

Sony and TCL plan to finalize binding agreements by March 2026. Pending regulatory approvals and other conditions, their joint venture is expected to begin operations in April 2027.

Source: Sony