According to insiders, Sina Technology reported that LeTV Films has officially rebranded itself as “New LeTV Entertainment.†However, the company is still in the process of renaming its overall brand. The new name being considered is “New Music Vision Home,†and a corresponding logo update is also expected.
At the end of September, LeTV announced its rebranding under the name “New LeTV Information Technology (Beijing) Co., Ltd.†This move is part of a broader strategy to separate the listed entity from the non-listed operations. By adding the word “new,†the company aims to signal a clean break from its previous structure and focus on a more streamlined, modern identity.
Sources familiar with the situation confirmed that the trademark rights for the “LeTV†brand are still owned by the company. As part of the restructuring, both the listed and non-listed entities will eventually undergo further rebranding.
Another key reason behind the name change is a shift in business focus. With the new name “New LeTV Entertainment,†the company is emphasizing IP development, vertical IP management, and the creation of derivative products, aiming to build a closed-loop ecosystem around content. LeTV has already submitted an application for the name change.
Additionally, the new brand is set to emphasize open ecosystems, allowing content to be shared across various video platforms. The goal is to target the entire family entertainment market through large-screen experiences.
According to sources, the decision to rename the company to “New Lejia Wise Family†also signals a strategic pivot toward smart home solutions. However, despite these ambitions, the immediate priority for LeTV remains improving sales performance, and the full implementation of its smart home strategy is still in the planning stages.
In October, following the resignation of former CEO Liang Jun, New LeTV formed a new management committee. Zhang Zhaoren was appointed as chairman, Liu Shuqing as vice chairman, and Sun Hongbin, Zhang Zhiwei, Yuan Bin, and Li Yuhao as members.
Earlier reports indicated that Sun Hongbin has been leading the rebranding efforts, including the transformation of LeTV into “New Music.†This initiative aims to integrate existing travel and tourism projects acquired from Wanda, creating a broader entertainment ecosystem.
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