TOKYO — Promising change and announcing a string of goals, Sony’s chief executive, Kazuo Hirai, detailed on Thursday a revival plan that included a shift away from the company’s unprofitable television business and a plan to cut 10,000 jobs.

Battered on all sides by nimbler rivals, Sony is headed for its fourth consecutive year of losses, putting pressure on Mr. Hirai, who took charge at Sony this month, to chart a turnaround.

“The time for Sony to change is now,” Mr. Hirai said during a news conference, his first since he succeeded Howard Stringer as chief. “Sony will change.”

Once the epitome of Japanese innovation and technological prowess — as the maker of Walkman music players and Trinitron televisions — Sony has rapidly lost ground to American stalwarts like Apple and electronics manufacturers from South Korea and China.