Toonz Media Group, India’s leading animation studio, has unveiled 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 company’s deliberate expansion into the smart TV market, with plans to expand globally in the coming years. The service will begin by targeting Southeast Asian markets including Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Leveraging 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 significant force in the booming FAST streaming sector.
A Fresh Age for Free Streaming Television
The introduction of MyToonz represents a notable change in how creators of content are handling distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, 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 demonstrates broader industry recognition that FAST platforms provide a viable route for generating revenue from content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on millions of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel constitutes the company’s deliberate approach to evolving viewing habits and the connected television revolution. The partnership with Amagi, a video delivery platform trusted by broadcasters and operators in numerous markets, showcases Toonz’s focus on building infrastructure capable of supporting large-scale operations. For LG India, the addition of MyToonz strengthens its present selection of broadcast offerings, solidifying the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This partnership illustrates how established media companies and device makers are joining forces to capture audiences in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation expertise and production experience
- Service covers internationally developed properties and India-rooted programming
- Toonz creates more than 10,000 minutes of content annually in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst facilitating ad-based monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s launch is backed by Toonz Media Group’s impressive history in animation production, covering over two decades of creative development at its Thiruvananthapuram base in Kerala. The studio’s prolific output—in excess of 10,000 minutes of original content per year—marks it as one of India’s leading animation studios. This existing framework and creative pedigree afford MyToonz with a considerable market advantage, securing the channel debuts with a curated library of material rather than relying on limited or standard material choices.
The scope of Toonz’s content collection allows MyToonz to serve diverse audience needs and age demographics within the children’s media segment. Rather than introducing restricted content, the channel draws on decades of accumulated intellectual property and creative capabilities. This base enables Toonz to populate MyToonz with varied, quality-assured content from the outset, whilst concurrently creating new material to keep the service fresh and engaging for viewers. The company’s demonstrated capability to handle major production undertakings enhances its capacity to support the FAST channel over the long term.
A Varied Content Library
MyToonz’s broadcast selection demonstrates Toonz’s balanced emphasis on both globally created properties and uniquely Indian storytelling heritage. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of classic Indian narratives paired with contemporary children’s entertainment. This balanced mix resonates with families searching for culturally resonant content whilst sustaining familiarity with globally recognised intellectual properties, establishing MyToonz as a authentically inclusive platform.
Strategic Partnerships Driving Worldwide Growth
Toonz Media Group’s scaling plans relies heavily on targeted alliances with established technology and distribution platforms. The working relationship with Amagi, a major technology supplier for FAST channels, supplies the technical backbone necessary to scale MyToonz throughout various regions and platforms. Amagi’s platform is presently established by broadcasters and streaming operators in numerous territories, offering proven expertise in handling complex streaming deployments. This partnership enables Toonz to concentrate on producing content whilst leveraging battle-tested infrastructure designed specifically for ongoing ad-supported streaming ventures. The arrangement demonstrates how media producers can enhance international reach by aligning with specialised technology partners rather than building proprietary systems from scratch.
The relationship with LG Electronics constitutes another essential pillar of MyToonz’s distribution strategy. By securing 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 markedly decreases barriers to discovery and adoption. LG’s current range of free channels creates an developed environment where MyToonz can thrive, whilst the company gains from LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and streaming platforms will become vital to recreating 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 Powering the Offering
Amagi’s technology platform forms the operational core infrastructure of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based distribution networks, which Amagi recognises as essential for building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than building proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to channel resources toward content creation and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Reimagining Children’s Entertainment Distribution
MyToonz constitutes a notable change in how children’s content reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or subscription-based streaming models, Toonz is harnessing the free, ad-supported television format to democratise access to premium children’s shows. This model recognises the evolving viewing preferences of today’s families, where easy access, convenience, and free content have become paramount. By placing MyToonz on LG smart TVs, the company eliminates friction points that commonly impede content discovery, allowing children and families to discover engaging shows without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s understanding of essential sector change. The FAST channel model allows the studio to generate revenue from its comprehensive library using advertisements whilst delivering households premium entertainment at no cost. This combined revenue strategy contrasts sharply from traditional paid streaming, where customer acquisition and loyalty drive profitability. For Toonz, which generates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model provides an effective delivery mechanism that broadens audience exposure whilst maintaining economic viability. The launch signals the company’s ambition to establish itself as a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels remove subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration offers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise vast content libraries efficiently
