New Sony Corp CEO Kazuo Hirai signalled his determination to turn around the group’s TV business by keeping direct charge of the division, as the company fights to regain ground against rivals.

Hirai, who formally takes over as chief executive from Howard Stringer next week, inherits a company that has been outgunned by rivals like Apple, LG and Samsung.

The maker of Bravia televisions and Vaio laptops expects a 220 billion yen ($2.7 billion) net loss for the year to this month, a fourth straight year of losses, and due in large part to a TV business that has not been able to keep up with nimbler and cheaper rivals.

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