The Sony and TCL TV merger could be a good thing – as long as each brand stays in its lane

There was only one thing I could possibly write about for this week’s edition of Adventures In AV.

The proposal of a Sony and TCL joint venture that will take control of the former’s home entertainment business (which produces its TVs, soundbars and more) has shaken the industry.

I’ll be honest, it’s shaken me. I didn’t see the news coming, and as someone who grew up in a Sony household and is a big fan of the brand’s OLEDs in particular (I currently live with an A95L), I’m deeply concerned about what it means for the future.

To be clear, I’m not blinkered towards Sony. There have been plenty of Sony products, including TVs, that have disappointed me, and I’ve been involved in plenty of less-than-positive Sony reviews over my 18 years of testing.

Besides, we review as a team (it’s the What Hi-Fi? ‘how we test’ mantra), so any personal subconscious biases are counteracted as part of our testing process.

But, at its best, Sony can be unbeatable when it comes to TVs, and I think we need Sony to continue to be Sony – but will that be allowed as part of this joint venture?

The Sony difference

Sony takes its time. These days, most of its TVs have a two-year lifecycle, while every other brand replaces its entire range every year.

That extra time allows for more careful and considered tuning and development, and it results in greater quality jumps between generations.

And where its rivals battle it out to produce TVs with the largest, most impressive-sounding numbers, Sony generally (there are exceptions, such as the Bravia 9) rises above such willy-waving and focuses on squeezing the most out of its hardware in the name of delivering cinematic authenticity.

I’m not saying that’s always the right course, but it’s important that we have a brand that takes this approach when all of the others (with the exception of Panasonic) are obsessed with fighting a numbers war.

TCL is, of course, one of those brands that is obsessed with numbers. Each year, it tries to outdo the likes of Hisense and Samsung by packing its new TVs with the most dimming zones and the highest brightness – and it often comes out on top.

My concern is that this approach could be applied to Sony – TCL is going to have the controlling, 51 per cent stake of this proposed joint venture, after all – and we could end up with yet another brand focused on tech specs at the expense of patient, careful development.

There is, though, a way this could all work out…

The optimistic vision

If it feels as though I’m doing TCL down, that’s not my intention. I’ve been incredibly impressed by the Chinese brand’s TVs over the last couple of years, with 2025’s range proving incredibly consistent and awesome value for money.

TCL is great at what it does, which is produce TVs with specs and picture quality well beyond their price points.

And this is precisely the area in which Sony is weakest. It rarely launches budget-oriented TVs these days (it's been selling the same 32-inch model since way back in 2021, for heaven’s sake), and when it does, they’re rarely, if ever, the best in class – the recently reviewed Bravia 3 is a case in point.

So, what I’m proposing is that the TCL and Sony brands continue to target the areas of the market they’re already most invested in.

In fact, I’d like to see them both double down – TCL could stop edging closer to the super-premium end of things and solidify its position as champion of the mid-range and budget sectors, and Sony could stop producing budget-oriented models that are more or less destined to fail, at least in performance terms, and concentrate entirely on premium and flagship models.

So, what’s the point of the joint venture?

But if TCL and Sony ‘stay in their lanes’ as I’m proposing, what’s the flipping point of the joint venture? I’ve got thoughts on that, too.

Without stepping on Sony’s toes, TCL could bring its Japanese partner’s processing and tuning nous into its TVs, potentially resulting in an irresistible blend of mid-range-demolishing specs and super-authentic calibration.

Sony, meanwhile, could benefit from TCL’s greater scale and resources, allowing it to produce more models without entirely compromising its conservative approach. Being shorn of the responsibility to produce more affordable models could help here, too.

I’m not saying we necessarily need Sony to replace every model every year, but it would be nice if it had the capacity to extend its OLED range into more affordable and smaller models. For the love of all that is holy, it could at least finally put 2022’s A90K out of its misery and replace it with a model to take on LG’s latest C series.

Let’s not forget that TCL is currently building a huge new factory that will produce OLED panels using a new, more efficient, inkjet manufacturing process. It’s intended for the likes of laptops and phones in the first instance, but surely TV panels are on the agenda, too.

Imagine if Sony could get first dibs on new, more affordable OLED technology as part of this joint venture. It could usher in a new dawn of Sony OLED TVs that no longer rely on the panel-manufacturing arms of LG and Samsung.

But will any of this happen? As should be abundantly clear by now, I just don’t know – and neither, it seems, do my contacts at Sony or TCL. Besides, let’s face it, any further official statement at this point is only going to put a positive spin on things, whether that's justified or not.

The proof will, as ever, be in the pudding, and we’ll be waiting a long time for that, as even if the joint venture is ratified, it’s not expected to commence operations until April next year.

In the meantime, I reserve the right to be very nervous about the future of Sony TVs – but also aware that there is a way it could all work out for the best.

MORE:

Here's our full news story on the Sony and TCL joint venture

And here are the opinions of several of our team members and readers on the matter

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