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—constructed using technology from streaming technology provider Amagi—marks the animation giant’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 such as 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 curated selection of kids’ content 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 Streaming Television
The launch of MyToonz marks a notable change in how creators of content are handling distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have become a essential option for connecting with families and children. Toonz’s choice to shift towards this model reflects wider sector acknowledgement that FAST platforms provide a viable route for generating revenue from content whilst preserving accessibility. By partnering 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 guaranteeing its programming gets to viewers without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel constitutes the company’s key initiative to shifts in how people watch content and the connected television revolution. The working relationship with Amagi, a content distribution specialist relied upon by broadcasters and operators worldwide, showcases Toonz’s commitment to creating platforms designed for large-scale operations. For LG India, the launch of MyToonz enhances its current lineup of ad-supported channels, reinforcing the manufacturer’s role as a supplier of quality programmes without subscription costs. This joint initiative demonstrates how established media companies and hardware manufacturers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz draws from a quarter-century of animation production and expertise
- Service spans internationally produced properties and India-rooted programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model removes subscription requirements whilst supporting ad-based monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s debut is backed by Toonz Media Group’s impressive history in animation production, extending across over two decades of creative innovation at its Kerala facility in Kerala. The studio’s prolific output—in excess of 10,000 minutes of original content per year—establishes it as one of India’s leading animation studios. This robust infrastructure and creative expertise provide MyToonz with a significant competitive edge, securing the channel launches with a carefully selected collection of material rather than settling for minimal or formulaic material choices.
The range of Toonz’s content library allows MyToonz to cater to broad viewer tastes and different ages within the children’s media segment. Rather than starting with restricted content, the channel leverages extensive built-up IP assets and production expertise. This foundation enables Toonz to populate MyToonz with diverse, vetted programming from day one, whilst concurrently developing new material to ensure the platform remains current and engaging for viewers. The company’s demonstrated capability to manage major production undertakings reinforces its capability to support the FAST channel for the foreseeable future.
A Varied Content Repository
MyToonz’s content portfolio demonstrates Toonz’s dual focus on both internationally developed properties and distinctly Indian storytelling heritage. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of traditional Indian narratives combined with contemporary children’s entertainment. This well-rounded selection attracts families looking for culturally resonant content whilst sustaining exposure to internationally recognised intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s scaling plans depends significantly on strategic partnerships with established technology and distribution platforms. The collaboration with Amagi, a leading infrastructure provider for FAST channels, delivers the core infrastructure required for expanding MyToonz across multiple markets and devices. Amagi’s platform is already deployed by media companies and streaming services in many regions worldwide, offering proven expertise in handling complex streaming deployments. This partnership enables Toonz to concentrate on producing content whilst drawing on battle-tested infrastructure designed specifically for long-term advertising-funded streaming models. The arrangement demonstrates how media producers can speed up worldwide expansion by working alongside focused infrastructure specialists rather than building proprietary systems from scratch.
The collaboration with LG Electronics constitutes another key pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz obtains immediate access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This built-in distribution model significantly lowers barriers to discovery and adoption. LG’s existing portfolio of free channels provides an established ecosystem where MyToonz can thrive, whilst the company leverages LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional hardware makers and digital distribution services will become vital to recreating 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 Technology Powering the Platform
Amagi’s technology platform forms the operational core infrastructure of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based delivery systems, which Amagi recognises as essential for establishing sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than creating proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to direct investment toward content development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Kids’ Content Delivery
MyToonz constitutes a significant shift in how kids’ entertainment finds its audience across India and beyond. Rather than banking only on traditional linear broadcasting or subscription-based streaming models, Toonz is leveraging the ad-supported TV format to democratise access to high-quality animated content. This approach acknowledges 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 commonly impede accessing programming, enabling kids and households to encounter captivating programmes without navigating complex app ecosystems 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 enables the studio to monetise its comprehensive library via ads whilst offering households quality programming at no cost. This dual-revenue approach stands apart from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that expands viewer access whilst sustaining economic viability. The launch reflects the company’s aspiration to become a key player in children’s entertainment distribution rather than simply a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
