Panasonic, once a dominant force in plasma TVs, is handing over TV production to Chinese manufacturer Skyworth, marking the end of its in-house TV manufacturing era. The Skyworth partnership, announced at a launch event showcasing OLED TV prototypes, including models using LG Display’s Tandem WOLED panels, ensures Panasonic-branded TVs will continue selling in the US and Europe. Skyworth will handle sales, marketing, and logistics, while Panasonic focuses on quality assurance and joint development of high-end models. This shift reflects Panasonic’s broader strategy to reduce operational burdens while retaining brand relevance.

The move underscores a dramatic decline for Panasonic, which once controlled 40.7% of the global plasma panel market in 2010. By 2014, it exited plasma production amid rising LCD demand and financial struggles, later abandoning the US TV market by 2016. Outsourcing TV production to an undisclosed partner in 2021 helped stabilize finances, but the Skyworth deal signals a permanent pivot. With Japanese rivals like Sharp and Sony (which sold 51% of its TV business to TCL) also exiting the sector, Panasonic’s exit cements China and South Korea’s dominance in global TV manufacturing.

Skyworth, a top-five TV brand by 2025 sales revenue, aims for double-digit market share in Europe. However, its inconsistent global standing—highlighted by Omdia’s Q1 2025 report—raises questions about its ability to uphold Panasonic’s legacy of audiovisual excellence. The collaboration includes support for existing Panasonic TVs until March 2026, ensuring customer continuity. This transition also marks the end of Japanese TV production, as no major domestic manufacturers remain.

The partnership balances pragmatism and brand preservation. While Panasonic avoids upfront costs, it risks diluting its reputation if Skyworth fails to meet quality standards. Conversely, Skyworth gains access to a storied brand name without shouldering R&D burdens. For consumers, this means cheaper Panasonic TVs but uncertain long-term innovation. As OLED TVs become the new premium standard, the success of this alliance will determine whether Panasonic remains a household name or fades into obscurity.