Toonz Media Group, India’s premier animation studio, has launched MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—built on technology from streaming infrastructure provider Amagi—marks the animation company’s deliberate expansion into the smart TV market, with intentions to grow globally in the coming years. The service will begin by targeting Southeast Asian markets such as Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Leveraging Toonz’s comprehensive collection of more than two decades of animation production, MyToonz offers a handpicked collection of children’s programming including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the booming FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The launch of MyToonz represents a significant shift in how content creators are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits keep declining, particularly amongst younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a essential option for reaching families and children. Toonz’s choice to shift towards this model reflects wider sector acknowledgement that FAST platforms provide a viable route for generating revenue from content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on millions of devices across Indian households, removing barriers to viewership and guaranteeing its programming reaches audiences without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel constitutes the company’s key initiative to shifts in how people watch content and the connected television revolution. The working relationship with Amagi, a video delivery platform preferred by broadcasters and operators in numerous markets, showcases Toonz’s focus on creating platforms designed for extensive content delivery. For LG India, the introduction of MyToonz strengthens its existing free-to-air channel portfolio, solidifying the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This partnership demonstrates how conventional broadcasters and hardware manufacturers are increasingly working together to build audience share in the FAST ecosystem.
- MyToonz draws from a quarter-century of experience in animation production
- Service spans internationally produced properties and India-based programming
- Toonz produces more than 10,000 minutes of content per year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst supporting ad-supported monetisation
Drawing on Three Decades of Excellence in Animation
MyToonz’s introduction is underpinned by Toonz Media Group’s strong reputation in animation development, covering over two decades of creative innovation at its Kerala facility in Kerala. The studio’s extensive output—in excess of 10,000 minutes of bespoke programming per year—positions it as one of India’s most significant animation producers. This existing framework and creative credentials provide MyToonz with a significant competitive edge, guaranteeing the channel opens with a curated library of material rather than relying on sparse or generic content offerings.
The breadth of Toonz’s content collection allows MyToonz to cater to diverse audience needs and age demographics within the kids’ entertainment segment. Rather than starting with limited programming, the channel benefits from extensive established intellectual property and creative capabilities. This platform enables Toonz to fill MyToonz with diverse, vetted programming from the outset, whilst simultaneously creating fresh content to ensure the platform remains current and compelling for viewers. The organisation’s track record to oversee extensive production activities enhances its capacity to maintain the FAST channel for the foreseeable future.
A Varied Content Library
MyToonz’s broadcast selection reflects Toonz’s dual focus on both globally created properties and uniquely Indian storytelling traditions. The channel offers titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of classical Indian narratives alongside current kids’ content. This well-rounded selection resonates with families looking for culturally meaningful programming whilst maintaining access to internationally recognised intellectual properties, positioning MyToonz as a truly inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s growth approach relies heavily on targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a major technology supplier for FAST channels, delivers the technical backbone needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by broadcasters and streaming operators in dozens of countries, delivering proven expertise in handling complex streaming deployments. This partnership permits Toonz to focus on content creation whilst leveraging proven systems built expressly for ongoing ad-supported streaming ventures. The arrangement exemplifies how production companies can accelerate global distribution by partnering with dedicated tech providers instead of developing custom platforms.
The partnership with LG Electronics represents another essential pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz achieves immediate access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This embedded distribution model markedly decreases barriers to discovery and adoption. LG’s existing portfolio of free channels establishes an mature platform where MyToonz can flourish, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with local smart TV producers and content platforms will become vital to replicating this success across diverse markets.
| Region | Timeline |
|---|---|
| India | Launched (March 2026) |
| Southeast Asia (Malaysia, Singapore, Philippines) | Coming months |
| North America | Later expansion phase |
| Europe and Middle East | Later expansion phase |
The Systems Behind the Platform
Amagi’s technology platform serves as the operational foundation of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based distribution networks, which Amagi recognises as essential for creating sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than developing proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to direct investment toward programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz represents a notable change in how kids’ entertainment reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or paid streaming services, Toonz is utilising the ad-supported TV format to democratise access to high-quality animated content. This strategy reflects the changing entertainment habits of modern families, where easy access, convenience, and free content have risen to prominence. By integrating MyToonz with LG smart TVs, the company reduces obstacles that typically hinder finding shows, allowing children and families to encounter captivating programmes without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s recognition of fundamental sector change. The FAST channel model enables the studio to generate revenue from its extensive library using advertisements whilst delivering households premium entertainment at no cost. This combined revenue strategy differs markedly from standard paid services, where gaining and keeping subscribers drive profitability. For Toonz, which generates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model provides an effective delivery mechanism that maximises audience reach whilst ensuring financial sustainability. The launch signals the company’s ambition to position itself as a key player in children’s entertainment distribution rather than simply a content producer.
- FAST channels bypass subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration delivers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries effectively
