Toonz Media Group, India’s premier animation studio, has launched MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs across the country. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s strategic push into the smart TV market, with plans to expand globally over the next few years. The service will begin by targeting Southeast Asian markets including Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Leveraging Toonz’s extensive library of more than two decades of animation production, MyToonz offers a carefully chosen range of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the rapidly growing FAST streaming sector.
A Fresh Era for Free-to-Watch Television Streaming
The introduction of MyToonz represents a notable change in how creators of content are handling distribution in an ever more fragmented media landscape. As traditional television viewing habits continue to decline, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a vital alternative for reaching families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms offer a sustainable pathway for generating revenue from content whilst preserving accessibility. By partnering with LG Electronics, one of the world’s biggest TV makers, Toonz has secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel represents the company’s deliberate approach to changing audience preferences and the connected television revolution. The collaboration between Amagi, a content distribution specialist preferred by broadcasters and operators worldwide, underscores Toonz’s dedication to building infrastructure designed for large-scale operations. For LG India, the addition of MyToonz strengthens its existing free-to-air channel portfolio, reinforcing the manufacturer’s role as a supplier of quality programmes without subscription costs. This partnership illustrates how conventional broadcasters and device makers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz draws from 25 years of experience in animation production
- Service covers internationally developed properties and Indian programming
- Toonz creates over 10,000 minutes of material each year in Thiruvananthapuram
- FAST model removes subscription barriers whilst enabling advertising-based revenue models
Building upon Three Decades of Animated Content Leadership
MyToonz’s debut is backed by Toonz Media Group’s strong reputation in animation production, spanning more than 25 years of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—upwards of 10,000 minutes of bespoke programming each year—marks it as one of India’s premier animation producers. This existing framework and creative credentials give MyToonz with a substantial competitive advantage, guaranteeing the channel opens with a carefully selected collection of programming rather than settling for limited or standard material choices.
The scope of Toonz’s content library allows MyToonz to address varied audience needs and age demographics within the children’s entertainment segment. Rather than introducing limited programming, the channel draws on extensive accumulated intellectual property and production expertise. This base enables Toonz to populate MyToonz with diverse, vetted programming from launch, whilst at the same time creating new material to ensure the platform remains current and compelling for audiences. The company’s proven ability to handle large-scale production operations reinforces its capacity to support the FAST channel for the foreseeable future.
A Varied Content Library
MyToonz’s content portfolio reflects Toonz’s two-pronged approach on both worldwide produced properties and uniquely Indian storytelling traditions. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of classic Indian narratives paired with current kids’ content. This well-rounded selection attracts families searching for culturally resonant content whilst sustaining access to worldwide known intellectual properties, establishing MyToonz as a authentically inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s scaling plans is built around key collaborations with proven tech and delivery networks. The collaboration with Amagi, a leading infrastructure provider for FAST channels, supplies the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is already deployed by broadcasters and streaming operators in many regions worldwide, offering proven expertise in handling complex streaming deployments. This partnership enables Toonz to concentrate on producing content whilst leveraging battle-tested infrastructure designed specifically for long-term advertising-funded streaming models. The arrangement demonstrates how content creators can accelerate global distribution by working alongside dedicated tech providers without creating bespoke solutions.
The partnership with LG Electronics represents another essential pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz gains direct access to millions of households without requiring consumers to install extra apps or subscribe to separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s present collection of free channels establishes an mature platform where MyToonz can prosper, whilst the company leverages LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional hardware makers and streaming 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 Infrastructure 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 purpose-built to support IP-based delivery systems, which Amagi identifies as essential for building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than developing proprietary technology, Toonz can launch 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.
Reimagining Kids’ Content Delivery
MyToonz constitutes a significant shift in how kids’ entertainment finds its audience across India and beyond. Rather than depending exclusively on traditional broadcast schedules or subscription streaming platforms, Toonz is utilising the FAST format to broaden availability of high-quality animated content. This approach acknowledges the changing entertainment habits of contemporary households, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By placing MyToonz on LG smart TVs, the company eliminates friction points that typically hinder accessing programming, allowing children and families to encounter engaging shows without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s acknowledgement of core market evolution. The FAST channel model enables the studio to monetise its comprehensive library through advertising whilst providing households high-quality content at no cost. This two-stream revenue model differs markedly from traditional paid streaming, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that expands viewer access whilst sustaining financial sustainability. The launch signals the company’s aspiration to become a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels bypass subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
