Toonz Media Group, India’s top animation studio, has introduced MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation giant’s deliberate expansion into the connected television market, with intentions to grow globally in the coming years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Built on Toonz’s comprehensive collection of more than two decades of animation production, MyToonz offers a curated selection of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the booming FAST streaming sector.
A New Age for Free-to-Watch Television Streaming
The launch of MyToonz represents a notable change in how creators of content are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer a sustainable pathway for monetising content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming gets to viewers without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, highlighted that the channel constitutes the company’s strategic response to changing audience preferences and the rise of connected TV. The partnership with Amagi, a video delivery platform trusted by broadcasters and operators in numerous markets, demonstrates Toonz’s commitment to creating platforms equipped to handle major broadcasting requirements. For LG India, the addition of MyToonz strengthens its current lineup of ad-supported channels, cementing the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This collaboration underscores how established media companies and hardware manufacturers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation production and expertise
- Service spans internationally produced properties and Indian programming
- Toonz generates over 10,000 minutes of content each year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst enabling advertising-based revenue models
Established over Three Decades of Excellence in Animation
MyToonz’s launch is supported by Toonz Media Group’s strong reputation in animation production, spanning over two decades of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—in excess of 10,000 minutes of exclusive material annually—marks it as one of India’s premier animation powerhouses. This existing framework and creative expertise give MyToonz with a substantial competitive advantage, ensuring the channel launches with a curated library of programming rather than depending on limited or standard programming options.
The breadth of Toonz’s content collection allows MyToonz to cater to varied audience preferences and age groups within the kids’ entertainment segment. Rather than launching with limited programming, the channel benefits from decades of accumulated intellectual property and production expertise. This platform enables Toonz to fill MyToonz with varied, quality-assured content from day one, whilst at the same time continuing to produce fresh content to keep the service fresh and compelling for audiences. The organisation’s track record to manage large-scale production operations strengthens its capacity to sustain the FAST channel for the foreseeable future.
A Comprehensive Content Repository
MyToonz’s programming lineup showcases Toonz’s dual focus on both globally created properties and uniquely Indian storytelling heritage. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated adaptations of traditional Indian narratives paired with contemporary children’s entertainment. This balanced mix resonates with families looking for culturally resonant content whilst maintaining exposure to internationally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s scaling plans relies heavily on strategic partnerships with proven tech and delivery networks. The collaboration with Amagi, a major technology supplier for FAST channels, supplies the foundational technology needed to grow MyToonz across multiple markets and devices. Amagi’s platform is already deployed by broadcasters and streaming operators in many regions worldwide, delivering established knowledge in managing large-scale streaming operations. This partnership permits Toonz to focus on content creation whilst utilising battle-tested infrastructure designed specifically for ongoing ad-supported streaming ventures. The arrangement illustrates how media producers can accelerate global distribution by working alongside specialised technology partners instead of developing custom platforms.
The relationship with LG Electronics forms another critical pillar of MyToonz’s distribution approach. 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 hurdles to discoverability and adoption. LG’s present collection of free channels establishes an developed environment where MyToonz can flourish, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and streaming platforms will be crucial 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 Systems Behind the Service
Amagi’s technology platform forms the operational foundation of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based delivery systems, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst ensuring consistent quality and reliability. This approach allows the company to channel resources toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz constitutes a significant shift in how animated programming connects with viewers across India and beyond. Rather than relying solely on traditional linear broadcasting or subscription streaming platforms, Toonz is utilising the free, ad-supported television format to democratise access to quality animated programming. This strategy reflects the evolving viewing preferences of modern families, where adaptability, availability, and no-cost viewing have grown essential. By placing MyToonz on LG smart TVs, the company reduces obstacles that often obstruct finding shows, enabling kids and households to encounter engaging shows without dealing with complicated apps or payment barriers.
Viswanath Rao’s statement that “content creators must keep pace with them” underscores Toonz’s understanding of essential industry transformation. The FAST channel model allows the studio to monetise its comprehensive library through advertising whilst offering households premium entertainment at no cost. This two-stream revenue model differs markedly from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which produces 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 reflects the company’s goal to establish itself as a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels remove subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries efficiently
