I walked into an appliance store and realized the TV market has quietly flipped

DECODED: TECH, TRUTH, AND THREATS

I was walking through a few appliance stores recently when something quietly hit me.

The shelves had changed.

Spaces that used to be overwhelmingly dominated by Samsung were now clearly being shared, and in some cases overtaken, by TCL. Bigger sections. Better placement. Eye level shelves. Longer rows of screens running side by side.

In retail, this is never accidental. Shelf space is market share made visible. It reflects who is moving units, who retailers trust, and who delivers consistent results. By that measure alone, TCL’s position as the country’s No. 1 TV brand is no longer just something you read in reports. You can literally see it.

What made this moment more interesting was what TCL was showing. These were not just entry level models. Larger screens, cleaner designs, QD Mini LED tags, and specs that clearly aim higher. This was not a budget corner anymore. This was a brand signaling that it is ready to redefine what premium looks like for Filipino consumers.

That is why the TCL partnership with Sony feels like the beginning of a new era for the local TV landscape.

Sony has long owned the premium perception through its Bravia line. Exceptional image processing, accurate colors, cinematic tuning, and a reputation built over decades. What held Sony back was never quality, but scale. Manufacturing costs, supply chain limits, and regional availability all placed natural boundaries on how far that premium experience could reach.

TCL changes that equation.

With its massive manufacturing scale, strong panel supply, and deep retail presence in the Philippines, TCL brings reach, efficiency, and consistency. Sony brings refinement, tuning, and premium DNA. Together, they point toward a future where high end TV experiences are no longer rare, overpriced, or limited to a few flagship models, but something more accessible to a wider range of Filipino homes.

This partnership signals a shift in how premium may be defined in the coming years. Not just by brand heritage, but by who can deliver top tier performance at scale, reliably, and across price segments that make sense for the local market.

Standing in that store, watching how the shelves had evolved, the message felt clear. TCL is no longer just leading in volume. It is positioning itself to lead in value and in premium aspiration as well.

Now the real question is what comes next.

How do you envision the next TCL TV models shaped by this new partnership with Sony?

Comment your thoughts  below. Let’s discuss.