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Message: <blockquote data-quote="Elv888" data-source="post: 31197202" data-attributes="member: 204627">Sony is ceding control of its Bravia TV brand to China's TCL as part of a new "strategic partnership," the companies announced in a joint press release. The Japanese electronics giant plans to sell a majority 51 percent stake in its home entertainment arm to TCL, while retaining a 49 percent share. The joint venture is set to start operations in April 2027, pending regulatory and other approvals.The new combined business will sell TVs carrying Sony and Bravia branding while using TCL's display technology. The partnership will also leverage Sony's picture and audio expertise, supply chain management and other areas of expertise. For its part, TCL will contribute its vertical supply chain strength, global market presence and end-to-end cost efficiency."By combining both companies' expertise, we aim to create new customer value in the home entertainment field," Sony CEO Kimio Maki said in a statement. "We expect to elevate our brand value, achieve greater scale and optimize the supply chain in order to deliver superior products and services to our customers," added TCL Electronics chairperson DU Juan.<a href="https://www.engadget.com/home/home-theater/sony-is-handing-control-of-its-bravia-tv-business-to-chinas-tcl-120957252.html" target="_blank">https://www.engadget.com/home/home-theater/sony-is-handing-control-of-its-bravia-tv-business-to-chinas-tcl-120957252.html</a></blockquote>

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