Toonz Media Group, India’s top animation studio, has launched MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the smart TV market, with intentions to grow globally in the coming years. The service will initially target Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Drawing from Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a curated selection of family entertainment 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 Streaming Television
The introduction of MyToonz represents a notable change in how content creators are handling distribution in an ever more 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 essential option for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates 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, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, highlighted that the channel serves as the company’s key initiative to changing audience preferences and the rise of connected TV. The working relationship with Amagi, a streaming technology provider relied upon by broadcasters and operators worldwide, showcases Toonz’s dedication to building infrastructure designed for large-scale operations. For LG India, the addition of MyToonz strengthens its existing free-to-air channel portfolio, reinforcing the manufacturer’s role as a source of premium content without subscription costs. This partnership underscores how conventional broadcasters and device makers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on a quarter-century of animation production and expertise
- Service spans globally created properties and India-based programming
- Toonz generates over 10,000 minutes of programming each year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst supporting ad-based monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s debut is underpinned by Toonz Media Group’s formidable track record in animated content creation, covering over two decades of creative work at its Thiruvananthapuram base in Kerala. The studio’s substantial production—upwards of 10,000 minutes of exclusive material annually—positions it as one of India’s most significant animation studios. This existing framework and creative credentials give MyToonz with a substantial competitive advantage, ensuring the channel opens with a handpicked portfolio of content rather than relying on limited or standard programming options.
The breadth of Toonz’s content collection allows MyToonz to serve broad viewer tastes and age demographics within the children’s media segment. Rather than launching with limited programming, the channel draws on years of built-up IP assets and creative capabilities. This base enables Toonz to stock MyToonz with diverse, vetted programming from the outset, whilst concurrently developing fresh content to keep the service fresh and engaging for viewers. The organisation’s track record to manage extensive production activities strengthens its capacity to support the FAST channel over the long term.
A Varied Content Collection
MyToonz’s content portfolio demonstrates Toonz’s dual focus on both globally created properties and uniquely Indian storytelling traditions. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of classical Indian narratives paired with current kids’ content. This balanced mix appeals to families seeking culturally relevant material whilst sustaining exposure to internationally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s expansion strategy is built around strategic partnerships with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, delivers the core infrastructure needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by media companies and streaming services in dozens of countries, offering proven expertise in overseeing extensive streaming infrastructure. 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 illustrates how production companies can enhance international reach by aligning with specialised technology partners instead of developing custom platforms.
The collaboration with LG Electronics forms another critical 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 integrated distribution model substantially reduces 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 market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and digital distribution services 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 Infrastructure Behind the Service
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 specifically engineered to support IP-based distribution networks, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than developing proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to direct investment toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz marks a major transformation in how animated programming connects with viewers across India and beyond. Rather than depending exclusively on traditional broadcast schedules or subscription streaming platforms, Toonz is leveraging the ad-supported TV format to make accessible quality animated programming. This model acknowledges the shifting consumption patterns of modern families, where easy access, convenience, and free content have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that commonly impede finding shows, allowing children and families to encounter engaging shows without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s recognition of core industry transformation. The FAST channel model allows the studio to generate revenue from its comprehensive library through advertising whilst delivering households premium entertainment at no cost. This combined revenue strategy differs markedly from traditional paid streaming, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model provides an streamlined distribution channel that broadens audience exposure whilst sustaining long-term profitability. The launch reflects the company’s goal to become a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries effectively
