{"id":26044026,"date":"2026-03-30T23:39:00","date_gmt":"2026-03-30T20:39:00","guid":{"rendered":"https:\/\/www.opsystems.bg\/?p=26044026"},"modified":"2026-04-09T22:19:18","modified_gmt":"2026-04-09T19:19:18","slug":"sony-tcl-partnyorstvo-televizori-2026","status":"publish","type":"post","link":"https:\/\/www.opsystems.bg\/en\/sony-tcl-partnyorstvo-televizori-2026\/","title":{"rendered":"Sony and TCL"},"content":{"rendered":"<h1 class=\"wp-block-heading\" id=\"h-sony-\u0438-tcl-\u0438\u0441\u0442\u043e\u0440\u0438\u0447\u0435\u0441\u043a\u043e\u0442\u043e-\u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e-\u043a\u043e\u0435\u0442\u043e-\u043f\u0440\u0435\u043e\u0431\u0440\u0430\u0437\u044f\u0432\u0430-\u043f\u0430\u0437\u0430\u0440\u0430-\u043d\u0430-\u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438\">Sony and TCL: The historic partnership that transformed the TV market<\/h1>\n\n\n\n<p><em>March 2026<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\u043a\u0440\u0430\u044f\u0442-\u043d\u0430-\u0435\u0434\u043d\u0430-\u0435\u043f\u043e\u0445\u0430-\u0438-\u043d\u0430\u0447\u0430\u043b\u043e\u0442\u043e-\u043d\u0430-\u043d\u043e\u0432\u0430-sony-tcl-\u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e-\u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438-2026\">The end of an era - and the beginning of a new Sony TCL TV partnership 2026<\/h2>\n\n\n\n<p>The year 2026 began with news that shook the tech industry. Sony Corporation and TCL Electronics Holdings officially announced the conclusion of a memorandum of understanding. This marks the beginning of a wide-ranging strategic partnership focusing on a joint venture to manage Sony's TV and home audio systems business. <\/p>\n\n\n\n<p>The deal is historic. Sony has been synonymous with premium TV quality for decades. Bravia is a brand of undisputed prestige. But the market reality of 2026 has forced a strategic turn.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\u043a\u043e\u0439-\u043a\u0430\u043a\u0432\u043e-\u043f\u043e\u043b\u0443\u0447\u0430\u0432\u0430\">Who gets what?<\/h2>\n\n\n\n<p>Under the agreement, TCL will own a majority stake of 51%, while Sony will retain 49% of ownership. The new business structure will manage the entire product lifecycle globally, from development and design to manufacturing, logistics and after-sales service. <\/p>\n\n\n\n<p>Important to note: the combined business will sell TVs under the Sony and Bravia brands.  The Japanese name will remain. Only the manufacturing and business structure changes.<\/p>\n\n\n\n<p>The final documents are expected to be signed by the end of March 2026 and the joint venture to be operational in April 2027. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\u0437\u0430\u0449\u043e-\u0441\u0435-\u0441\u043b\u0443\u0447\u0432\u0430-\u0442\u043e\u0432\u0430\">Why is this happening?<\/h2>\n\n\n\n<p>The deal is the result of years of increasingly serious competition from Asian companies such as TCL, Hisense and others, which have managed to squeeze the traditional premium brands. <\/p>\n\n\n\n<p>The reality of the market is that almost none of the \u201ebig old players\u201c produce everything themselves - Samsung and LG also buy LCD panels from Chinese suppliers for their more budget series. Sony just took the next logical step.<\/p>\n\n\n\n<p>The alliance aims to bring together Sony's precision image and sound processing technologies with TCL's vast manufacturing capacity, advanced display panels and efficient supply chain. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\u043a\u0430\u043a\u0432\u043e-\u043e\u0437\u043d\u0430\u0447\u0430\u0432\u0430-\u0442\u043e\u0432\u0430-\u0437\u0430-\u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0438\u0442\u0435\">What does this mean for consumers?<\/h2>\n\n\n\n<p>For consumers, this could mean one very specific thing - Bravia TVs with retained picture and sound quality, but at more affordable prices. <\/p>\n\n\n\n<p>The partnership combines Sony's software power with TCL's large-scale and efficient panel manufacturing. In theory, the best of both worlds.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tcl-\u0438\u0437\u043f\u0440\u0435\u0432\u0430\u0440\u0432\u0430-samsung\">TCL overtakes Samsung<\/h2>\n\n\n\n<p>The partnership with Sony isn't the only big news for TCL. A key factor is the strategic partnership between TCL and Sony, which could make the Chinese manufacturer an even more serious competitor in high-end devices. Where Samsung has felt safe so far there will now be serious competition. The deal between TCL and Sony will give the former company the potential to overtake Samsung and become the market leader. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sony-bravia-2026-\u043f\u043e\u0441\u043b\u0435\u0434\u043d\u0438\u0442\u0435-\u043c\u043e\u0434\u0435\u043b\u0438-\u043f\u0440\u0435\u0434\u0438-\u043f\u0440\u043e\u043c\u044f\u043d\u0430\u0442\u0430\">Sony Bravia 2026 - the latest models before the change<\/h2>\n\n\n\n<p>Before the joint venture becomes operational, Sony launches a new range of TVs. The first launch of the year includes the Bravia 3 II and Bravia 2 II models, along with audio products - Theatre Bar 7, Theatre Bar 5 and Theatre Rear 9. <\/p>\n\n\n\n<p>The Bravia 3 II now offers a 120Hz LCD panel and HDMI 2.1 for PlayStation 5 up to 4K120, with all four HDMI ports being HDMI 2.1.   <\/p>\n\n\n\n<p>The model is available in sizes from 43 to 100 inches. <\/p>\n\n\n\n<p>This is the first time Sony has offered such a large diagonal in the mid-range segment.<\/p>\n\n\n\n<p>Sony is also preparing its first LCD TVs with RGB LED backlighting. Coming under the \u201eTrue RGB\u201c name, likely in the Bravia 9 II and Bravia 7 II series. More details <a href=\"https:\/\/www.whathifi.com\/tv-home-cinema\/televisions\/sony-is-close-to-reaching-a-usd1bn-deal-with-tcl-for-its-tv-business-sources-say\">Here.<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sony-bravia-professional-18-\u043d\u043e\u0432\u0438-\u0434\u0438\u0441\u043f\u043b\u0435\u044f-\u0437\u0430-\u0431\u0438\u0437\u043d\u0435\u0441\u0430-sony-tcl-\u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e-\u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438-2026\">Sony Bravia Professional - 18 new displays for Sony TCL Partnership TVs business 2026.<\/h2>\n\n\n\n<p>While the consumer line goes under TCL, Sony has announced 18 new displays for early 2026 - 16 completely redesigned BRAVIA Professional Displays from the BZ-P Series and two new Crystal LED S Series models. <\/p>\n\n\n\n<p>The BZ-P series includes the BZ40P flagship models, BZ35P enhanced options and BZ30P base models - from 43 to 85 inches with Deep Black Non-Glare technology. The series is targeted at corporate, education, retail and transportation environments. Availability is expected from summer 2026.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ps5-\u043f\u043e\u0441\u043a\u044a\u043f\u0432\u0430\">PS5 goes up in price.<\/h2>\n\n\n\n<p>Sony also brought less pleasant news. Sony has raised the price of the PlayStation 5 by $100 and the PS5 Pro by $150, with the new prices taking effect from April 2, 2026. The reason - rising memory costs amid the global AI crisis in the semiconductor industry.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-xperia-\u0441\u0435-\u0437\u0430\u0432\u0440\u044a\u0449\u0430-\u0433\u043b\u043e\u0431\u0430\u043b\u043d\u043e\">Xperia is back globally.<\/h2>\n\n\n\n<p>On the smartphone front, Sony is making a U-turn. Sony is prepping a global expansion for the Xperia 1 VIII and Xperia 10 VIII in 2026. The flagship Xperia 1 VIII is expected to rely on the Snapdragon 8 Elite Gen 5 chipset, 4K OLED display and professional camera controls. North America, however, remains off the plans.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\u043d\u0430\u043a\u0440\u0430\u0442\u043a\u043e-\u043a\u0430\u043a\u0432\u043e-\u0434\u0430-\u043e\u0447\u0430\u043a\u0432\u0430\u043c\u0435\">In short - what to expect?<\/h2>\n\n\n\n<p>The TV market is rearranging itself. Sony retains its technological know-how and the Bravia brand, but the manufacturing power goes to TCL. For consumers, the potential for more affordable Bravia TVs with familiar picture quality. For the market, a new potential leader capable of challenging Samsung's position. 2027 will show whether the partnership delivers on its promises.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>Follow OP Systems for the latest news and products from <a href=\"https:\/\/shop.opsystems.bg\/product-category\/proav\/?yith_wcan=1&amp;product_cat=%D0%B4%D0%B8%D1%81%D0%BF%D0%BB%D0%B5%D0%B8&amp;yith_product_brand=sony\">Sony Bravia Professional <\/a>the series. Choose SONY professional displays from <\/em><a href=\"https:\/\/shop.opsystems.bg\/product-category\/proav\/?yith_wcan=1&amp;product_cat=%D0%B4%D0%B8%D1%81%D0%BF%D0%BB%D0%B5%D0%B8&amp;yith_product_brand=sony\"><em>HERE.<\/em> <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Sony \u0438 TCL: \u0418\u0441\u0442\u043e\u0440\u0438\u0447\u0435\u0441\u043a\u043e\u0442\u043e \u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e, \u043a\u043e\u0435\u0442\u043e \u043f\u0440\u0435\u043e\u0431\u0440\u0430\u0437\u044f\u0432\u0430 \u043f\u0430\u0437\u0430\u0440\u0430 \u043d\u0430 \u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438 \u041c\u0430\u0440\u0442 2026 \u041a\u0440\u0430\u044f\u0442 \u043d\u0430 \u0435\u0434\u043d\u0430 \u0435\u043f\u043e\u0445\u0430 \u2014 \u0438 \u043d\u0430\u0447\u0430\u043b\u043e\u0442\u043e \u043d\u0430 \u043d\u043e\u0432\u0430 Sony TCL \u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e \u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438 2026 2026 \u0433\u043e\u0434\u0438\u043d\u0430 \u0437\u0430\u043f\u043e\u0447\u043d\u0430 \u0441 \u043d\u043e\u0432\u0438\u043d\u0430, \u043a\u043e\u044f\u0442\u043e \u0440\u0430\u0437\u0442\u0440\u0435\u0441\u0435 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0447\u043d\u0430\u0442\u0430 \u0438\u043d\u0434\u0443\u0441\u0442\u0440\u0438\u044f. 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OP Systems<\/title>\n<meta name=\"description\" content=\"Sony \u0438 TCL \u043e\u0431\u044f\u0432\u0438\u0445\u0430 \u0438\u0441\u0442\u043e\u0440\u0438\u0447\u0435\u0441\u043a\u043e \u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e \u0437\u0430 \u0441\u044a\u0432\u043c\u0435\u0441\u0442\u043d\u043e \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434\u0441\u0442\u0432\u043e \u043d\u0430 Bravia \u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438. \u041d\u043e\u0432\u0438\u0442\u0435 \u043c\u043e\u0434\u0435\u043b\u0438 Bravia Pro 2026 \u0438 PS5 \u043f\u043e\u0441\u043a\u044a\u043f\u0432\u0430\u043d\u0435.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.opsystems.bg\/en\/sony-tcl-partnyorstvo-televizori-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sony \u0438 TCL\" \/>\n<meta property=\"og:description\" content=\"Sony \u0438 TCL \u043e\u0431\u044f\u0432\u0438\u0445\u0430 \u0438\u0441\u0442\u043e\u0440\u0438\u0447\u0435\u0441\u043a\u043e \u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e \u0437\u0430 \u0441\u044a\u0432\u043c\u0435\u0441\u0442\u043d\u043e \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434\u0441\u0442\u0432\u043e \u043d\u0430 Bravia \u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438. \u041d\u043e\u0432\u0438\u0442\u0435 \u043c\u043e\u0434\u0435\u043b\u0438 Bravia Pro 2026 \u0438 PS5 \u043f\u043e\u0441\u043a\u044a\u043f\u0432\u0430\u043d\u0435.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.opsystems.bg\/en\/sony-tcl-partnyorstvo-televizori-2026\/\" \/>\n<meta property=\"og:site_name\" content=\"OP Systems\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-30T20:39:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-09T19:19:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.opsystems.bg\/wp-content\/uploads\/2026\/03\/20260204_111239-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1441\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"office@opsystems.bg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"office@opsystems.bg\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/\"},\"author\":{\"name\":\"office@opsystems.bg\",\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/#\\\/schema\\\/person\\\/87b495830d6d4367f8fca6db71063595\"},\"headline\":\"Sony \u0438 TCL\",\"datePublished\":\"2026-03-30T20:39:00+00:00\",\"dateModified\":\"2026-04-09T19:19:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/\"},\"wordCount\":748,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.opsystems.bg\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/20260204_111239-scaled.jpg\",\"articleSection\":[\"\u041d\u043e\u0432\u0438\u043d\u0438\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/\",\"url\":\"https:\\\/\\\/www.opsystems.bg\\\/sony-tcl-partnyorstvo-televizori-2026\\\/\",\"name\":\"Sony TCL \u043f\u0430\u0440\u0442\u043d\u044c\u043e\u0440\u0441\u0442\u0432\u043e \u0442\u0435\u043b\u0435\u0432\u0438\u0437\u043e\u0440\u0438 2026 - 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