Sony CEO Kazuo Hirai remains committed to the firm's flagging TV business despite recent calls for it to be streamlined, he told CNBC at the IFA electronics show in Berlin Wednesday.
His comments follow pressure in recent months from activist investor Daniel Loeb for Sony to sell up to a fifth of the firm's entertainment assets. Sony formally rejected the offer in early August, arguing that its movie, TV production and music units were integral to its revival strategy.
(Read more: Loeb to 'wait and see' after Sony nixes spin-off)
"Let me first address the TV issue. Well, the TV business is certainly not for sale," Hirai told CNBC.peculation that Sony might sell off this part of the business followed disappointing profits in its TV production division and a series of box office flops.
Declines in the TV business have long been a bugbear for Sony, which was once considered a consumer electronics pioneer, but has fallen from grace over the past decade.
The firm is currently making a push to gain a bigger share of the lucrative smartphone market, where rivals Samsung and Apple dominate.