According to insiders, Sina Technology reported that LeTV Films has officially rebranded itself as “New LeTV Entertainment.†Meanwhile, the company is also in the process of renaming its entire brand. The new name being considered is “New Music Vision Home,†and a fresh logo is expected to accompany the transformation.
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. Adding the word “new†signals a clear break from the previous structure, emphasizing a more focused and modern approach.
Sources close to the situation told Sina Technology that the “LeTV†trademark remains under the company’s control, and future rebranding efforts will extend to all non-listed entities under the LeTV umbrella.
The name change also reflects a shift in business focus. With the new name “New LeTV Entertainment,†the company is positioning itself more strongly in the IP development space. It aims to vertically manage intellectual properties, develop related products, and build a closed-loop ecosystem around content creation and distribution. A formal application for the name change has already been submitted.
In addition, the new music division will emphasize open ecosystems, making content available across various video platforms. This strategic shift targets the broader family entertainment market, particularly focusing on smart TV and big-screen experiences.
According to sources, the decision to rename the company to “New Lejia Wise Family†also indicates a move toward smart home solutions. However, despite this long-term vision, current priorities remain focused on improving sales performance, with the smart home strategy still in the planning stages.
In October, following the departure of former CEO Liang Jun, New LeTV formed a new management committee. Zhang Zhaoren was appointed chairman, Liu Shuqing as vice chairman, and Sun Hongbin, Zhang Zhiwei, Yuan Bin, and Li Yuhao as members. This restructuring aims to bring fresh leadership and direction to the company.
Earlier reports indicated that Sun Hongbin has already begun rebranding initiatives, including the integration of LeTV, LeTV Movies, and other divisions under the “New Music Entertainment†umbrella. According to his plans, this new system will also connect with previously acquired travel and tourism projects from Wanda, further expanding the company's reach and diversifying its offerings.
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