Toonz Media Group, India’s leading animation studio, has introduced MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the smart TV market, with plans to expand globally in the coming 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 comprehensive collection of over 25 years of animation production, MyToonz offers a handpicked collection 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 rapidly growing FAST streaming sector.
A Fresh 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 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 emerged as a essential option for reaching families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms provide a sustainable pathway for monetising content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and guaranteeing its programming reaches audiences without subscription friction.
Viswanath Rao, representing Toonz Media Group, highlighted that the channel serves as the company’s key initiative to changing audience preferences and the connected television revolution. The collaboration between Amagi, a video delivery platform preferred by broadcasters and operators across dozens of countries, underscores Toonz’s focus on creating platforms designed for extensive content delivery. For LG India, the addition of MyToonz reinforces its current lineup of ad-supported channels, cementing the manufacturer’s position as a source of premium content at no charge to viewers. This partnership illustrates 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 expertise and production experience
- Service covers globally created properties and India-based programming
- Toonz generates more than 10,000 minutes of programming each year in Thiruvananthapuram
- FAST model bypasses subscription requirements whilst supporting advertising-based revenue models
Established over Three Decades of Animation Excellence
MyToonz’s introduction is underpinned by Toonz Media Group’s strong reputation in animated content creation, covering over two decades of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s substantial production—in excess of 10,000 minutes of exclusive material per year—marks it as one of India’s premier animation studios. This established infrastructure and creative credentials afford MyToonz with a significant competitive edge, securing the channel opens with a curated library of programming rather than depending on minimal or formulaic material choices.
The range of Toonz’s content library allows MyToonz to serve varied viewer tastes and age groups within the children’s media segment. Rather than introducing limited programming, the channel leverages decades of accumulated intellectual property and production expertise. This base enables Toonz to stock MyToonz with varied, quality-assured content from launch, whilst concurrently developing fresh content to keep the service fresh and appealing for viewers. The company’s proven ability to handle extensive production activities enhances its capacity to support the FAST channel over the long term.
A Broad Content Library
MyToonz’s content portfolio reflects Toonz’s two-pronged approach on both globally created properties and uniquely Indian storytelling traditions. The channel features titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of classical Indian narratives combined with current kids’ content. This diverse combination appeals to families searching for culturally resonant content whilst sustaining exposure to globally recognised intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s growth approach relies heavily on strategic partnerships with proven tech and delivery networks. The partnership with Amagi, a major technology supplier for FAST channels, supplies the foundational technology needed to grow MyToonz across multiple markets and devices. Amagi’s platform is already deployed by media companies and streaming services in dozens of countries, offering established knowledge in overseeing extensive streaming infrastructure. This partnership enables Toonz to concentrate on producing content whilst leveraging established technology designed specifically for long-term advertising-funded streaming models. The arrangement illustrates how media producers can enhance international reach by aligning with specialised technology partners instead of developing custom platforms.
The relationship with LG Electronics constitutes another essential pillar of MyToonz’s distribution strategy. By gaining placement on LG’s smart TV platform across India, Toonz obtains direct access to millions of households without requiring consumers to install extra apps or sign up for separate services. This integrated distribution model markedly decreases barriers to discovery and adoption. LG’s current range of free channels establishes an mature platform where MyToonz can prosper, whilst the company benefits from LG’s hardware reach and brand reputation. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with local smart TV producers and content platforms will prove essential to reproducing 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 Service
Amagi’s technology platform forms the operational foundation of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built 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 launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz represents a significant shift in how kids’ entertainment finds its audience across India and beyond. Rather than relying solely on traditional linear broadcasting or paid streaming services, Toonz is utilising the ad-supported TV format to make accessible high-quality animated content. This approach reflects the changing entertainment habits of modern families, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By embedding MyToonz directly into LG smart TVs, the company removes barriers that typically hinder content discovery, allowing children and families to encounter captivating programmes without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” emphasises Toonz’s recognition of essential industry transformation. The FAST channel model enables the studio to generate revenue from its extensive library through advertising whilst delivering households premium entertainment at no cost. This combined revenue strategy contrasts sharply from traditional paid streaming, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an streamlined distribution channel that maximises audience reach whilst sustaining economic viability. The launch reflects the company’s ambition to become a key player in children’s entertainment distribution rather than merely 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 generate income from extensive content libraries efficiently
