Toonz Media Group, India’s top animation studio, has unveiled MyToonz, a complimentary streaming channel now available on LG Smart TVs across the country. The FAST channel—powered by technology from streaming technology provider Amagi—marks the animation company’s focused entry into the smart TV market, with plans to expand globally over the next few 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 extensive library of over 25 years of animation production, MyToonz offers a carefully chosen range 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 rapidly growing FAST streaming sector.
A New Era for Free-to-Watch Television Streaming
The launch of MyToonz represents a notable change in how content creators are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits continue to decline, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have become a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model reflects wider sector acknowledgement that FAST platforms offer a sustainable pathway for generating revenue from content whilst maintaining 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 reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel serves as the company’s deliberate approach to changing audience preferences and the rise of connected TV. The partnership with Amagi, a content distribution specialist relied upon by broadcasters and operators across dozens of countries, demonstrates Toonz’s focus on building infrastructure designed for major broadcasting requirements. For LG India, the introduction 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 hardware manufacturers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation production and expertise
- Service spans internationally produced properties and India-rooted programming
- Toonz generates over 10,000 minutes of content annually in Thiruvananthapuram
- FAST model removes paywall restrictions whilst supporting ad-based monetisation
Drawing on Three Decades of Excellence in Animation
MyToonz’s debut is underpinned by Toonz Media Group’s formidable track record in animation production, covering more than 25 years of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s extensive output—upwards of 10,000 minutes of bespoke programming each year—establishes it as one of India’s most significant animation powerhouses. This robust infrastructure and creative pedigree give MyToonz with a significant competitive edge, ensuring the channel opens with a carefully selected collection of material rather than settling for minimal or formulaic content offerings.
The breadth of Toonz’s programming catalogue allows MyToonz to cater to diverse audience preferences and age groups within the children’s media segment. Rather than starting with restricted content, the channel draws on extensive accumulated intellectual property and creative capabilities. This platform enables Toonz to stock MyToonz with varied, quality-assured content from launch, whilst concurrently continuing to produce new material to keep the service fresh and appealing for viewers. The company’s proven ability to handle large-scale production operations enhances its ability to sustain the FAST channel for the foreseeable future.
A Broad Content Repository
MyToonz’s broadcast selection reflects Toonz’s balanced emphasis on both internationally developed properties and characteristically Indian storytelling heritage. The channel offers titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of traditional Indian narratives paired with contemporary children’s entertainment. This balanced mix appeals to families searching for culturally resonant content whilst sustaining familiarity with internationally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s growth approach depends significantly on key collaborations with proven tech and delivery networks. The partnership with Amagi, a leading infrastructure provider for FAST channels, supplies the foundational technology necessary to scale MyToonz across multiple markets and devices. Amagi’s platform is presently established by broadcasters and streaming operators in dozens of countries, delivering demonstrated experience in overseeing extensive streaming infrastructure. This partnership allows Toonz to focus on content creation whilst utilising battle-tested infrastructure designed specifically for sustainable, ad-supported streaming businesses. The arrangement demonstrates how production companies can enhance international reach by aligning with focused infrastructure specialists instead of developing custom platforms.
The relationship with LG Electronics constitutes another critical pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz achieves straightforward access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s existing portfolio of free channels establishes an established ecosystem where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and market standing. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and digital distribution services will prove essential to replicating this success across different territories.
| 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 Platform
Amagi’s technology platform forms the operational foundation 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 identifies as essential for establishing 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 ensuring consistent quality and reliability. This approach allows the company to channel resources toward programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz marks a notable change in how kids’ entertainment reaches audiences across India and beyond. Rather than relying solely on traditional linear broadcasting or subscription-based streaming models, Toonz is leveraging the free, ad-supported television format to broaden availability of high-quality animated content. This approach reflects the shifting consumption patterns of modern families, where easy access, convenience, and free content have grown essential. By integrating MyToonz with LG smart TVs, the company reduces obstacles that often obstruct finding shows, allowing children and families to discover engaging shows without dealing with complicated apps or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s understanding of essential industry transformation. The FAST channel model permits the studio to monetise its extensive library through advertising whilst delivering households high-quality content at no cost. This combined revenue strategy stands apart from standard paid services, 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 offers an efficient distribution pathway that broadens audience exposure whilst maintaining financial sustainability. The launch signals the company’s ambition to become a key player 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 provides frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries efficiently
