According to reliable sources, LeTV is undergoing a significant rebranding process. The company has officially renamed itself "New LeTV Entertainment," and further changes are expected. The new name is reportedly "New Music Vision Home," along with a redesigned logo. This transformation reflects a broader shift in the company's strategy and identity.
At the end of September, LeTV announced its official renaming to "New LeTV Information Technology (Beijing) Co., Ltd." The decision to rebrand comes as part of a strategic move to separate the listed entity from the non-listed operations. Adding the word "new" signifies a clear break from the past and a fresh start for the company.
Sources reveal that the "LeTV" trademark now belongs to the listed company, and future operations under the non-listed system will also be rebranded. This means that all subsidiaries and related businesses may eventually adopt new names as well.
Another key aspect of the rebranding is a shift in business focus. LeTV is now positioning itself primarily as an IP-driven platform, emphasizing vertical IP operations, content development, and the creation of derivative products. This approach aims to build a closed-loop ecosystem around intellectual properties. LeTV has already submitted the necessary paperwork for the name change.
In addition, the new brand will place greater emphasis on building an open ecosystem. Content will be shared across various video platforms, aiming to capture a larger share of the family entertainment market. This move signals a more collaborative and expansive strategy.
According to insiders, the new name "New Lejia Wise Family" also reflects a strategic shift toward smart home solutions. However, despite these changes, the immediate priority for LeTV remains boosting sales. The implementation of its smart home strategy is still in the planning stages.
After this major transformation, it seems that LeTV is preparing to move forward without Jia Yueting, marking a new era for the company. With these changes, the future of LeTV looks uncertain but full of potential.
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