Toonz Media Group, India’s leading animation studio, has unveiled MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs across the country. The FAST channel—constructed using technology from streaming infrastructure 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 first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Built on Toonz’s comprehensive collection 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 major player in the booming FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The launch of MyToonz marks a notable change in how creators of content are approaching distribution in an ever more fragmented media landscape. As traditional television viewing habits continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have become a essential option for reaching families and children. Toonz’s decision to pivot towards this model reflects broader industry recognition that FAST platforms offer a viable route for generating revenue from content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming gets to viewers without subscription friction.
Viswanath Rao, representing Toonz Media Group, highlighted that the channel serves as the company’s strategic response to shifts in how people watch content and the rise of connected TV. The partnership with Amagi, a streaming technology provider preferred by broadcasters and operators in numerous markets, showcases Toonz’s focus on building infrastructure equipped to handle large-scale operations. For LG India, the introduction of MyToonz reinforces its present selection of broadcast offerings, cementing the manufacturer’s role as a source of premium content without subscription costs. This partnership demonstrates how traditional content producers and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation expertise and production experience
- Service spans globally created properties and Indian programming
- Toonz produces more than 10,000 minutes of content each year in Thiruvananthapuram
- FAST model removes subscription requirements whilst facilitating advertising-based revenue models
Building upon 30 Years of Animated Content Leadership
MyToonz’s launch is underpinned by Toonz Media Group’s impressive history in animated content creation, spanning over two decades of creative development at its Kerala facility in Kerala. The studio’s prolific output—upwards of 10,000 minutes of bespoke programming annually—positions it as one of India’s premier animation producers. This established infrastructure and creative credentials afford MyToonz with a substantial competitive advantage, guaranteeing the channel opens with a curated library of content rather than depending on minimal or formulaic material choices.
The scope of Toonz’s programming catalogue allows MyToonz to address varied audience preferences and age groups within the children’s entertainment segment. Rather than launching with limited programming, the channel draws on years of built-up IP assets and creative capabilities. 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 engaging for audiences. The company’s proven ability to handle extensive production activities strengthens its ability to support the FAST channel long-term.
A Varied Content Repository
MyToonz’s broadcast selection reflects Toonz’s two-pronged approach on both worldwide produced properties and uniquely Indian storytelling narratives. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of traditional Indian narratives paired with contemporary children’s entertainment. This diverse combination attracts families looking for culturally meaningful programming whilst preserving exposure to worldwide known intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s growth approach depends significantly on targeted alliances with established technology and distribution platforms. The collaboration with Amagi, a major technology supplier for FAST channels, provides the technical backbone needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by content distributors and streaming platforms in many regions worldwide, providing established knowledge in overseeing extensive streaming infrastructure. This partnership allows Toonz to prioritise content development whilst leveraging established technology built expressly for long-term advertising-funded streaming models. The arrangement demonstrates how production companies can enhance international reach by working alongside dedicated tech providers instead of developing custom platforms.
The relationship with LG Electronics represents another critical pillar of MyToonz’s distribution approach. By obtaining placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to add supplementary software or purchase separate services. This embedded distribution model substantially reduces hurdles to discoverability and adoption. LG’s present collection of free channels provides an mature platform where MyToonz can flourish, whilst the company leverages LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional smart TV manufacturers and streaming platforms will prove essential to recreating this success across varied regions.
| 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 Powering the Offering
Amagi’s technology platform serves as the operational core infrastructure of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based distribution networks, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than creating proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst ensuring consistent quality and reliability. This approach allows the company to channel resources toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Reimagining Kids’ Content Delivery
MyToonz marks a notable change in how animated programming connects with viewers across India and beyond. Rather than relying solely on traditional TV schedules or paid streaming services, Toonz is leveraging the free, ad-supported television format to broaden availability of high-quality animated content. This approach recognises the changing entertainment habits of contemporary households, where adaptability, availability, and no-cost viewing have grown essential. By embedding MyToonz directly into LG smart TVs, the company reduces obstacles that often obstruct content discovery, allowing children and families to stumble upon engaging shows without dealing with complicated apps or payment barriers.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s acknowledgement of essential market evolution. The FAST channel model permits the studio to monetise its extensive library using advertisements whilst delivering households quality programming at no cost. This dual-revenue approach differs markedly from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model provides an effective delivery mechanism that expands viewer access whilst sustaining long-term profitability. The launch signals the company’s ambition to position itself as a key player in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration delivers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
