Toonz Media Group, India’s leading animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs across the country. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s focused entry into the smart TV market, with intentions to grow globally in the coming years. The service will first focus on Southeast Asian markets including Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Drawing from Toonz’s comprehensive collection of more than two decades 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 rapidly growing FAST streaming sector.
A New Era for Free-to-Watch Television Streaming
The introduction of MyToonz represents a notable change in how content creators are approaching 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 emerged as a essential option for reaching families and children. Toonz’s choice to shift towards this model reflects broader industry recognition that FAST platforms provide a sustainable pathway for monetising content whilst preserving accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on millions of devices across Indian households, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, highlighted that the channel serves as the company’s key initiative to shifts in how people watch content and the connected television revolution. The collaboration between Amagi, a video delivery platform relied upon by broadcasters and operators in numerous markets, showcases Toonz’s dedication to developing systems capable of supporting extensive content delivery. For LG India, the launch of MyToonz reinforces its existing free-to-air channel portfolio, reinforcing the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This joint initiative illustrates how established media companies 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 covers internationally produced properties and India-based programming
- Toonz creates over 10,000 minutes of content each year in Thiruvananthapuram
- FAST model bypasses subscription barriers whilst facilitating ad-based monetisation
Building upon 30 Years of Animation Excellence
MyToonz’s debut is backed by Toonz Media Group’s strong reputation in animated content creation, extending across over two decades of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s extensive output—in excess of 10,000 minutes of exclusive material annually—positions it as one of India’s leading animation producers. This existing framework and creative credentials provide MyToonz with a substantial competitive advantage, ensuring the channel debuts with a curated library of material rather than relying on sparse or generic content offerings.
The range of Toonz’s content library allows MyToonz to serve varied audience preferences and age groups within the kids’ entertainment segment. Rather than starting with a narrow selection, the channel leverages decades of established intellectual property and production knowledge. This platform enables Toonz to stock MyToonz with quality content across multiple genres from day one, whilst simultaneously continuing to produce original programming to maintain engagement and compelling for audiences. The company’s demonstrated capability to oversee large-scale production operations strengthens its capacity to maintain the FAST channel long-term.
A Varied Content Collection
MyToonz’s content portfolio showcases Toonz’s two-pronged approach on both worldwide produced properties and uniquely Indian storytelling traditions. The channel offers titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of classical Indian narratives alongside current kids’ content. This balanced mix attracts families seeking culturally resonant content whilst preserving familiarity with globally recognised intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s expansion strategy is built around targeted alliances with proven tech and delivery networks. The working relationship with Amagi, a major technology supplier for FAST channels, delivers the foundational technology needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by content distributors and streaming platforms in numerous territories, providing demonstrated experience in handling complex streaming deployments. This partnership enables Toonz to prioritise content development whilst utilising proven systems designed specifically for sustainable, ad-supported streaming businesses. The arrangement illustrates how media producers can speed up worldwide expansion by working alongside specialised technology partners without creating bespoke solutions.
The relationship with LG Electronics forms another essential pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz obtains straightforward access to millions of households without requiring consumers to download additional applications or sign up for separate services. This integrated distribution model substantially reduces obstacles to finding content and adoption. LG’s present collection of free channels creates an developed environment where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and content 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 Technology Powering the Service
Amagi’s technology platform forms the operational backbone of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based delivery systems, 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 ensuring consistent quality and reliability. This approach allows the company to allocate resources toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Kids’ Content Delivery
MyToonz marks a major transformation in how kids’ entertainment reaches audiences across India and beyond. Rather than depending exclusively on traditional broadcast schedules or paid streaming services, Toonz is leveraging the free, ad-supported television format to democratise access to quality animated programming. This strategy 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 removes barriers that often obstruct content discovery, allowing children and families to encounter compelling content without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must evolve alongside them” emphasises Toonz’s acknowledgement of core sector change. The FAST channel model allows the studio to monetise its vast library through advertising whilst delivering households quality programming at no cost. This dual-revenue approach contrasts sharply from conventional subscription platforms, where gaining and keeping subscribers drive profitability. For Toonz, which creates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an efficient distribution pathway that maximises audience reach whilst maintaining long-term profitability. The launch reflects the company’s aspiration to become a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels remove subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration offers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries effectively
