Sony has quietly reversed course on its 2026 TV strategy, moving to fill a major gap in its line-up with a new entry-level OLED TV built around a low-cost LG Display panel, a decision that comes as the Japanese company prepares for a major restructuring of its television business involving Chinese electronics giant TCL.

When Sony unveiled its 2026 Bravia range earlier this year, there was no new OLED television in the line-up, prompting speculation that the company was stepping back from the premium OLED segment in favour of RGB LED technology.

Now Sony has quietly listed the Bravia 6 OLED, an entry-level model that replaces last year’s Bravia 8 II and, for the first time, relies on LG Display’s lower-cost OLED SE panel rather than a higher-end OLED display.

The move is likely to disappoint Sony loyalists who had been expecting a new flagship OLED television capable of taking on premium offerings from Samsung and LG Electronics.

Instead, Sony appears to be targeting a lower price point while increasingly shifting its premium technology focus towards RGB LED displays.

Industry observers believe the strategy aligns with Sony’s longer-term television plans, with the company having previously registered the “True RGB LED” trademark, a branding exercise widely seen as combining Sony’s picture processing expertise with TCL’s rapidly advancing RGB LED display technology.

Sony’s new Bravia 6 will be offered in 48-inch, 55-inch, 65-inch, 77-inch and 83-inch screen sizes. Those dimensions match LG Display’s OLED SE panel production roadmap and notably exclude the 42-inch model previously available in Sony’s OLED range.

The use of LG Display’s more affordable panel is expected to allow Sony to compete more aggressively on price in an OLED market that is facing mounting pressure from increasingly capable Mini LED and RGB LED televisions from Samsung, TCL and Hisense.

The Bravia 6 also features Google’s Google TV operating system with built-in voice control, while Sony says ambient light sensors automatically adjust picture settings to suit room conditions.

Sony has yet to announce Australian pricing or availability.

Adding to the confusion surrounding the launch is Sony’s recently appointed Australian public relations agency, Neon Black, which has so far failed to provide hands on or first look to key TV display media, they have also failed to establish clear communications with consumer electronics and television industry media in Australia, the PR Company also works on Philips who also sell TV’s in Australia.