Although S-LCD is a joint venture of Sony and Samsung, development work on TFT LCD panels produced by S-LCD is entirely managed by Samsung; Sony has up to now only procured LCD panels from the joint venture. To further enhance the technology panels produced at S-LCD, however, Sony has decided to take a more active part in the development of panels. Sony's engineers are expected to offer ideas on improving panel quality and cutting costs, while Samsung continues to provide manufacturing technology. Separately, Sony is planning to introduce their LCD HDTVs with a new brand "Bravia" in September, while keeping the "Wega" brand on their CRT TVs.