According to recent reports, LeTV is undergoing a series of rebranding efforts, with the company officially renaming itself as "New LeTV Entertainment." In addition to this, further changes are in progress, including a new name that has been set as "New Music Vision Home," along with a redesigned logo. A visual representation of the new branding can be seen below.
At the end of September, LeTV officially announced its reorganization under the name "New LeTV Information Technology (Beijing) Co., Ltd." This move is believed to be part of a broader strategy to separate the listed entity from the non-listed operations. The inclusion of the word "new" suggests a clear effort to distance itself from its previous structure and position itself for future growth.
Sources indicate that the "LeTV" trademark now belongs to the listed company, and the non-listed entities, including other business segments, will also undergo name changes in the near future. This restructuring aims to clarify brand identity and streamline operations across different divisions.
Another key aspect of the rebranding is a shift in business focus. LeTV's new positioning emphasizes IP development, vertical integration, and the creation of derivative products, aiming to build a closed-loop ecosystem around its intellectual property. The company has already submitted an application for the name change, signaling a strategic pivot towards content-driven growth.
Moreover, the "New Music" division plans to open up its ecosystem, making content available to other video platforms. This move is expected to expand LeTV’s reach and target the broader family entertainment market across large-screen devices.
According to insiders, the proposed new name "New Lejia Wise Family" also reflects a strategic shift toward smart home solutions. However, despite these ambitious plans, the immediate priority for LeTV remains improving sales performance, and the full implementation of the smart home strategy is still in the planning phase.
With such significant changes taking place, it appears that LeTV is preparing to embark on a new chapter, moving forward without the leadership of Jia Yueting. The updated branding and business strategy suggest a fresh start for the company as it seeks to regain momentum in a competitive market.
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