Toonz Media Group, India’s premier animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation company’s deliberate expansion into the connected television market, with intentions to grow 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. Built on Toonz’s vast catalogue 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 key player in the fast-expanding FAST streaming sector.
A New Era for Free-to-Watch Television Streaming
The introduction of MyToonz marks a significant shift in how creators of content are handling distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a essential option for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer 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, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, representing Toonz Media Group, highlighted that the channel constitutes the company’s deliberate approach to evolving viewing habits and the rise of connected TV. The partnership with Amagi, a video delivery platform preferred by broadcasters and operators in numerous markets, underscores Toonz’s dedication to developing systems capable of supporting major broadcasting requirements. For LG India, the introduction of MyToonz enhances its current lineup of ad-supported channels, reinforcing the manufacturer’s standing as a provider of quality entertainment free of subscription fees. This collaboration underscores how established media companies and equipment producers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation expertise and production experience
- Service extends across internationally developed properties and India-rooted programming
- Toonz generates more than 10,000 minutes of material per year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst facilitating ad-supported monetisation
Established over Three Decades of Excellence in Animation
MyToonz’s debut is underpinned by Toonz Media Group’s impressive history in animation production, covering more than 25 years of creative development at its Kerala facility in Kerala. The studio’s substantial production—more than 10,000 minutes of original content annually—establishes it as one of India’s leading animation powerhouses. This robust infrastructure and creative credentials afford MyToonz with a significant competitive edge, guaranteeing the channel opens with a carefully selected collection of material rather than settling for minimal or formulaic material choices.
The breadth of Toonz’s content library allows MyToonz to serve varied audience needs and age demographics within the kids’ entertainment segment. Rather than launching with limited programming, the channel draws on decades of built-up IP assets and creative capabilities. This foundation enables Toonz to stock MyToonz with diverse, vetted programming from the outset, whilst simultaneously creating new material to maintain engagement and engaging for audiences. The company’s proven ability to handle major production undertakings strengthens its capability to support the FAST channel for the foreseeable future.
A Comprehensive Content Library
MyToonz’s broadcast selection reflects Toonz’s dual focus on both worldwide produced properties and distinctly Indian storytelling traditions. The channel presents titles such as “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 diverse combination appeals to families looking for culturally resonant content whilst sustaining familiarity with internationally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s expansion strategy is built around key collaborations with recognised infrastructure and distribution providers. The partnership with Amagi, a major technology supplier for FAST channels, delivers the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is presently established by content distributors and streaming platforms in numerous territories, offering demonstrated experience in handling complex streaming deployments. This partnership allows Toonz to concentrate on producing content whilst drawing on established technology designed specifically for sustainable, ad-supported streaming businesses. The arrangement demonstrates how content creators can speed up worldwide expansion by working alongside dedicated tech providers without creating bespoke solutions.
The relationship with LG Electronics represents another essential pillar of MyToonz’s distribution approach. By obtaining placement on LG’s smart TV platform across India, Toonz gains direct access to millions of households without requiring consumers to add supplementary software or purchase separate services. This embedded distribution model markedly decreases obstacles to finding content and adoption. LG’s present collection of free channels establishes an developed environment where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional hardware makers and streaming platforms 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 Technology Behind the Service
Amagi’s technology platform forms the operational backbone 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 building sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating 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, speeding up its global expansion timeline considerably.
Revolutionising Children’s Entertainment Distribution
MyToonz marks a notable change in how children’s content reaches audiences across India and beyond. Rather than relying solely on traditional linear broadcasting or subscription streaming platforms, Toonz is utilising the ad-supported TV format to make accessible high-quality animated content. This model recognises the shifting consumption patterns of modern families, where adaptability, availability, and no-cost viewing have become paramount. By embedding MyToonz directly into LG smart TVs, the company removes barriers that typically hinder content discovery, letting youngsters and parents discover compelling content without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s recognition of core sector change. The FAST channel model enables the studio to monetise its extensive library using advertisements whilst delivering households high-quality content at no cost. This two-stream revenue model contrasts sharply from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which produces over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an effective delivery mechanism that maximises audience reach whilst ensuring 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 eliminate subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries effectively
