Toonz Media Group, India’s leading animation studio, has unveiled MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s deliberate expansion into the smart TV market, with intentions to grow globally over the next few years. The service will begin by targeting Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Built on Toonz’s extensive library of over 25 years of animation production, MyToonz offers a curated selection of children’s programming including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a significant force in the booming FAST streaming sector.
A New Age for Free-to-Watch Television Streaming
The introduction of MyToonz marks a notable change in how creators of content are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits keep declining, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a essential option for reaching families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer a sustainable pathway for generating revenue from content whilst maintaining accessibility. By partnering with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on vast numbers of devices across Indian households, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel constitutes the company’s key initiative to shifts in how people watch content and the rise of connected TV. The partnership with Amagi, a content distribution specialist trusted by broadcasters and operators worldwide, underscores Toonz’s commitment to building infrastructure capable of supporting extensive content delivery. For LG India, the introduction of MyToonz strengthens its current lineup of ad-supported channels, cementing the manufacturer’s position as a source of premium content without subscription costs. This partnership underscores how conventional broadcasters and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation production and expertise
- Service extends across internationally produced properties and Indian programming
- Toonz creates in excess of 10,000 minutes of content annually in Thiruvananthapuram
- FAST model eliminates subscription requirements whilst facilitating ad-supported monetisation
Established over Three Decades of Animation Excellence
MyToonz’s launch is underpinned by Toonz Media Group’s impressive history in animation development, covering more than 25 years of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—more than 10,000 minutes of exclusive material per year—marks it as one of India’s premier animation powerhouses. This robust infrastructure and creative pedigree provide MyToonz with a substantial competitive advantage, guaranteeing the channel debuts with a curated library of content rather than depending on minimal or formulaic material choices.
The range of Toonz’s content collection allows MyToonz to cater to varied viewer tastes and age demographics within the children’s entertainment segment. Rather than starting with restricted content, the channel leverages extensive accumulated intellectual property and production expertise. This base enables Toonz to fill MyToonz with varied, quality-assured content from the outset, whilst concurrently continuing to produce original programming to maintain engagement and appealing for audiences. The organisation’s track record to handle large-scale production operations enhances its ability to maintain the FAST channel over the long term.
A Varied Content Collection
MyToonz’s content portfolio showcases Toonz’s balanced emphasis on both worldwide produced properties and characteristically Indian storytelling traditions. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classical Indian narratives paired with contemporary children’s entertainment. This balanced mix attracts families searching for culturally resonant content whilst maintaining access to globally recognised intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s scaling plans is built around strategic partnerships with recognised infrastructure and distribution providers. The collaboration with Amagi, a leading infrastructure provider for FAST channels, delivers the foundational technology required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is already deployed by broadcasters and streaming operators in dozens of countries, offering demonstrated experience in managing large-scale streaming operations. This partnership permits Toonz to prioritise content development whilst drawing on battle-tested infrastructure designed specifically for ongoing ad-supported streaming ventures. The arrangement exemplifies how production companies can speed up worldwide expansion by partnering with focused infrastructure specialists instead of developing custom platforms.
The partnership with LG Electronics constitutes another critical pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz obtains direct access to millions of households without requiring consumers to download additional applications or purchase separate services. This embedded distribution model markedly decreases hurdles to discoverability and adoption. LG’s existing portfolio of free channels provides an mature platform where MyToonz can thrive, whilst the company gains from LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional smart TV manufacturers and content platforms will prove essential to reproducing 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 Powering the Service
Amagi’s technology platform serves as the operational backbone of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based distribution networks, which Amagi considers essential for establishing sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than creating proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward content development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Distribution
MyToonz represents a notable change in how children’s content reaches audiences across India and beyond. Rather than banking only on traditional linear broadcasting or paid streaming services, Toonz is harnessing the FAST format to broaden availability of quality animated programming. This approach recognises the shifting consumption patterns of modern families, where adaptability, availability, and no-cost viewing have grown essential. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that typically hinder accessing programming, allowing children and families to stumble upon captivating programmes without navigating complex app ecosystems or payment barriers.
Viswanath Rao’s statement that “content creators must evolve alongside them” emphasises Toonz’s recognition of core market evolution. The FAST channel model permits the studio to monetise its vast library through advertising whilst offering households high-quality content at no cost. This combined revenue strategy contrasts sharply from standard paid services, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that maximises audience reach whilst sustaining long-term profitability. The launch demonstrates the company’s aspiration to become a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration provides seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries efficiently
