April 21, 2026, 11:43 am | Read time: 3 minutes
Panasonic is restructuring its TV business in Europe. The Japanese heritage manufacturer is entering into a comprehensive partnership with the Chinese company Shenzhen Skyworth Display Technology. The goal is to combine development expertise and production strength to revitalize the business in a fiercely competitive market.
Shenzhen Skyworth Display Technology is one of the world’s largest TV brands. The collaboration will be implemented regionally in stages. Panasonic will combine its expertise in image and sound processing with Skyworth’s development and manufacturing capabilities.
Panasonic Hands Over European Business
Under the agreement, Skyworth will take over sales, marketing, and logistics in Europe—areas where Panasonic has recently struggled. The parent company, Shenzhen Chuangwei-RGB Electronics Co., Ltd., is heavily investing in research and development and is considered an innovation driver.
Panasonic will continue to focus on product development and image and audio tuning, ensuring its own AV standards are maintained. AV stands for Audio/Video and describes the technical processing of image and sound signals. For high-end OLED devices, both partners plan a particularly close collaboration to further expand their position in the premium segment.
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Europe Remains a Strategic Core Market
Europe plays a central role in the new strategy. Akira Toyoshima, CEO of Panasonic Entertainment & Communication, emphasizes in a statement that Europe remains a strategically important region because consumers recognize the quality and value of the products. By changing the business model, the core competence in AV processing will be combined with Skyworth’s global economies of scale in production capacity and speed. The aim is to offer a compelling value proposition for customers.
In parallel, Panasonic is reorganizing its corporate structure. Since April 1, 2026, the entertainment division has been fully integrated into the parent company, Panasonic Corporation. This consolidates the company’s activities in the consumer sector and underscores the long-term importance of the European market.
For customers, nothing will change in terms of service. Panasonic announced it will continue to support all TVs sold until March 2026, as well as all models coming to market thereafter.
TV Market Under Intense Competitive Pressure
The move comes against the backdrop of profound changes in the TV market. In recent years, Japanese manufacturers like Panasonic and Sony have significantly lost market share. Meanwhile, South Korean companies like LG and Samsung, as well as Chinese providers like Hisense and TCL, dominate the business.
Sony is also now partnering with a Chinese company and planning a joint venture for future TV models. Panasonic is following suit with a similar strategy. For buyers, this could mean a wider selection and aggressive pricing while maintaining high technical quality.