Panasonic has announced a strategic partnership with Shenzhen Skyworth Display Technology and its group companies as it looks to accelerate growth in its TV business, with Europe identified as a key long-term market.
The agreement, revealed today (23 February 2026), will be rolled out on a region-by-region basis and combines Panasonic’s audiovisual expertise with Skyworth’s global manufacturing scale, speed and distribution reach. Skyworth is one of the world’s largest TV manufacturers and part of the Chuangwei-RGB Electronics group.
Under the new model, Skyworth will take the lead on sales, marketing and logistics across the region, while Panasonic will focus on product development, quality assurance and maintaining its brand standards. The two companies will jointly develop Panasonic’s top-end OLED TV models.
Panasonic also confirmed that, from 1 April 2026, its Entertainment Division will be reintegrated into Panasonic Corporation, a move designed to strengthen the company’s consumer business. Europe has been highlighted as a strategic market in that long-term plan.
Akira Toyoshima, CEO of Panasonic Entertainment & Communication, said Europe remains a crucial region for the brand, with consumers continuing to recognise Panasonic’s focus on quality and value.
“The new business model will leverage Panasonic’s core strengths in AV processing, quality and service standards, together with Skyworth’s global manufacturing scale and speed,” he said. “This combination creates a strong customer value proposition.”
From Skyworth’s side, Peter Zhang, CEO of parent company Shenzhen Chuangwei-RGB Electronics, said the partnership brings together two companies with a shared commitment to innovation and excellence.
“As a top-five global TV brand, we will contribute world-class product innovation backed by strong R&D investment, a growing international footprint and an established distribution network,” he said. “This strategic alignment is expected to accelerate the growth of Panasonic-branded TVs across Europe.”
Both companies stressed that customer service will remain a priority. Panasonic will continue to provide after-sales support in Europe for all Panasonic TVs sold up to March 2026, as well as those sold from April onwards under the new partnership.
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