Toonz Media Group, India’s top animation studio, has introduced MyToonz, a dedicated free streaming channel now available on LG Smart TVs across the country. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation company’s focused entry 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 entering North America, Europe and the Middle East. Built on Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a handpicked collection of family entertainment 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 Age for Free-to-Watch Television Streaming
The launch of MyToonz marks a significant shift in how content creators are approaching distribution in an increasingly 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 emerged as a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement 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 secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming gets to viewers without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel represents the company’s deliberate approach to changing audience preferences and the connected television revolution. The partnership with Amagi, a content distribution specialist relied upon by broadcasters and operators worldwide, underscores Toonz’s commitment to developing systems equipped to handle major broadcasting requirements. For LG India, the introduction of MyToonz strengthens its present selection of broadcast offerings, solidifying the manufacturer’s standing as a supplier of quality programmes without subscription costs. This partnership illustrates how conventional broadcasters and device makers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz draws from 25 years of animation production and expertise
- Service covers globally created properties and India-based programming
- Toonz creates in excess of 10,000 minutes of material per year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst enabling advertising-based revenue models
Established over Three Decades of Animated Content Leadership
MyToonz’s introduction is backed by Toonz Media Group’s formidable track record in animated content creation, spanning more than 25 years of creative work 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 most significant animation studios. This robust infrastructure and creative credentials give MyToonz with a significant competitive edge, securing the channel opens with a curated library of programming rather than relying on limited or standard content offerings.
The range of Toonz’s content library allows MyToonz to address varied audience needs and different ages within the kids’ entertainment segment. Rather than starting with a narrow selection, the channel benefits from extensive accumulated intellectual property and creative capabilities. This foundation enables Toonz to populate MyToonz with quality content across multiple genres from day one, whilst concurrently creating original programming to maintain engagement and appealing for viewers. The company’s demonstrated capability to manage large-scale production operations strengthens its capacity to support the FAST channel long-term.
A Broad Content Library
MyToonz’s broadcast selection reflects Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling traditions. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of classic Indian narratives paired with current kids’ content. This well-rounded selection attracts families seeking culturally meaningful programming whilst preserving familiarity with internationally recognised intellectual properties, establishing MyToonz as a truly inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s growth approach relies heavily on targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a prominent platform specialist for FAST channels, provides the foundational technology needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by content distributors and streaming platforms in dozens of countries, delivering demonstrated experience in handling complex streaming deployments. This partnership permits Toonz to focus on content creation whilst leveraging proven systems designed specifically for ongoing ad-supported streaming ventures. The arrangement illustrates how content creators can speed up worldwide expansion by partnering with dedicated tech providers rather than building proprietary systems from scratch.
The relationship with LG Electronics constitutes another critical pillar of MyToonz’s distribution approach. By securing placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to install extra apps or purchase separate services. This built-in distribution model substantially reduces hurdles to discoverability and adoption. LG’s current range of free channels creates an mature platform where MyToonz can thrive, whilst the company leverages LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional hardware makers 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 serves as the operational foundation 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 recognises as essential for building sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than building proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to channel resources toward programme 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 depending exclusively on traditional TV schedules or subscription streaming platforms, Toonz is harnessing the FAST format to broaden availability of premium children’s shows. This strategy recognises the changing entertainment habits of today’s families, where adaptability, availability, and no-cost viewing have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that typically hinder finding shows, allowing children and families to discover compelling content without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” emphasises Toonz’s recognition of fundamental sector change. The FAST channel model permits the studio to monetise its vast library through advertising whilst delivering households quality programming at no cost. This combined revenue strategy contrasts sharply from conventional subscription platforms, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model offers an efficient distribution pathway that broadens audience exposure whilst sustaining long-term profitability. The launch demonstrates the company’s goal to establish itself as a dominant force in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration provides frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from vast content libraries efficiently
