Liang Jun doesn’t cry, and LeTV is no longer burning money. Recently, the new CEO of LeTV, Liang Jun, gave an interview titled “LeTV CEO Liang Jun: We are now short of money,†where he revealed the company’s current challenges. Despite the recent success of the 919 Fans Festival and the popularity of music-related products, including TV models that were sold out, Liang Jun and LeTV Chairman Sun Hongbin remain confident in the company's future.
In contrast to the previous CEO Jia Yueting, who once cried during a press conference about the LeTV Supercar, Liang Jun has taken a more resilient approach. Facing pressure from suppliers, upstream partners, and sales channels, he remained calm and even said, “I want to do everything I can. Either have a good attitude or take sleeping pills.†This mindset reflects his determination to turn the company around.
Since taking over as CEO in May, Liang Jun has made significant changes. He has streamlined both the listed and non-listed parts of LeTV, shifting the focus back to television. The core businesses now include LeTV New, LeTV, LeTV, and Levision Cloud. The goal is clear: stop burning money and move toward profitability.
But how can LeTV succeed without the financial backing it once had? The answer lies in its product lineup. With a renewed focus on large-screen devices, LeTV has expanded its offerings to include Super TV, Smart Home Center, and related accessories. These products are designed to deliver high-quality content and smart features, leveraging LeTV’s existing infrastructure and user data.
LeTV’s new business model centers around hardware production, backend servers, EUI operating system maintenance, and user operations. While the Super TV remains the most well-known product, the company is also investing heavily in research and development for future technologies like laser TVs and OLED TVs. Although these projects faced delays due to technical challenges and supply issues, they remain part of LeTV’s long-term vision.
Artificial intelligence is another key area where LeTV is making progress. Though the company was quiet about AI in 2017, it had already been integrating AI features into its products since the early days of the Super TV. Voice recognition, gesture control, and personalized content recommendations are all examples of AI applications that LeTV has been developing.
Under Liang Jun’s leadership, LeTV is not only focusing on hardware but also on refined user experience and data-driven operations. The Stargazing System and BOSS System allow for deep insights into user behavior, enabling smarter content delivery and advertising strategies.
Despite the challenges, Liang Jun remains confident. He believes that LeTV’s products, especially the Super TV, can stand up to any competition. Even without the same level of investment, the company continues to innovate and push boundaries. As the smart TV market evolves, LeTV is proving that it can adapt, survive, and thrive — without crying.
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