Sony’s Bravia lineup is a routinely excellent one, but they’re notoriously difficult to buy in South Africa. TCL’s TVs, on the other hand, are exceedingly simple to purchase. The newest business development involving both companies has us hopeful that one day Bravias will be on shelves everywhere in SA.
Sony and TCL have announced, via a joint statement, that the Japanese company is turning the reins of its TV business over to the Chinese company. This doesn’t mean the PlayStation maker is stepping back from its television business altogether, however.
Sony, and yet so far
Under the terms of the new partnership, TCL will assume control of 51% of the business, with Sony hanging onto the remaining 49%. The statement holds some hope of better Bravia distribution, with the team-up “operat[ing] globally, handling the full process from product development and design to manufacturing, sales, logistics, and customer service for products including televisions and home audio equipment.”
Since there’s remarkably little of any of that present in South Africa for Bravia (and other) products, putting TCL in charge of getting the hardware here could open up more options for folks who spent all their time looking at larger screens. You know, instead of the one in your pocket that’s giving you depression.
The partnership is expected to be fully ironed out by March this year, with the new order of business kicking off in April 2027. Long story short, you probably won’t get that Sony-branded TV under your tree this Christmas unless somebody really loves you.
The statement continues: “The new company plans to advance its business by leveraging Sony’s high-quality picture and audio technology cultivated over the years, brand value and operational expertise including supply chain management, while utilizing TCL’s advanced display technology, global scale advantages, industrial footprint, end-to-end cost efficiency, and vertical supply chain strength.”
So yes, we expect to see Bravia sets on shelves here eventually. Pity it’s not right away, but you can’t have everything.
