IFA 2025 is shaping up as the battleground for the next big leap in TV technology, with Sony tipped to make a major play in the RGB LED space. Industry insiders suggest the Japanese giant is preparing to unveil what could be the most advanced RGB LED lineup yet, aiming to take the lead against rivals Hisense, Samsung, and TCL.

Both Hisense and Samsung have already launched their first LCD TVs with RGB LED backlighting this month, but analysts believe Sony may enter the market with a broader range of models and a deeper layer of new features.

David Hsieh, Research Director for Displays at Omdia, says industry sources point to “something big” coming from Sony at this year’s IFA. He also expects TCL to showcase its own RGB LED developments, after previewing an early prototype of TCL’s “RGB miniLED” at CES in January. TCL is understood to have delayed its full-scale rollout as it ramps up manufacturing capacity.

According to Omdia, Sony plans to debut the new technology in a refreshed Bravia 9 II series in 2026, with models spanning 65, 75, 85, and even 115 inches, likely using VA LCD panels supplied by TCL. Australian retailers have already been briefed that a substantial new TV lineup is on the way.

The research firm also suggests Sony will bring RGB LED to its more affordable Bravia 7 II series, with screen sizes from 50 inches through to 100 inches, based on VA LCD panels from AUO.

If confirmed, this would mark a strategic pivot for Sony, shifting its premium LCD focus away from miniLED towards RGB LED technology.

The move could also have significant implications for OLED. Sony currently sells OLED TVs with panels manufactured by LG, including both QD-OLED and WOLED ranges. But if consumers embrace RGB LED—tipped to deliver superior performance at a lower cost—brands like Sony may ultimately scale back or abandon OLED altogether, creating a major challenge for LG’s display business.