Toonz Media Group, India’s leading animation studio, has launched MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s strategic push into the connected television market, with plans to expand globally in the coming years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Built on 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 fast-expanding FAST streaming sector.
A Fresh Era for Free-to-Watch Television Streaming
The introduction of MyToonz represents a significant shift in how creators of content are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a essential option for connecting with families and children. Toonz’s choice to shift towards this model reflects wider sector acknowledgement that FAST platforms offer a sustainable pathway for generating revenue from content whilst preserving accessibility. By partnering with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel serves as the company’s key initiative to shifts in how people watch content and the streaming technology transformation. The working relationship with Amagi, a content distribution specialist trusted by broadcasters and operators worldwide, underscores Toonz’s commitment to developing systems equipped to handle major broadcasting requirements. For LG India, the addition of MyToonz enhances its current lineup of ad-supported channels, solidifying the manufacturer’s standing as a supplier of quality programmes at no charge to viewers. This joint initiative illustrates how established media companies and device makers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of experience in animation production
- Service covers internationally developed properties and India-based programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model bypasses subscription barriers whilst supporting ad-based monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s introduction is supported by Toonz Media Group’s formidable track record in animation production, spanning more than 25 years of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—upwards of 10,000 minutes of bespoke programming annually—establishes it as one of India’s most significant animation studios. This robust infrastructure and creative expertise afford MyToonz with a significant competitive edge, securing the channel launches with a handpicked portfolio of programming rather than depending on minimal or formulaic programming options.
The breadth of Toonz’s content collection allows MyToonz to cater to broad audience needs and age groups within the children’s media segment. Rather than introducing a narrow selection, the channel leverages extensive accumulated intellectual property and production expertise. This foundation enables Toonz to fill MyToonz with diverse, vetted programming from launch, whilst simultaneously developing new material to keep the service fresh and engaging for viewers. The company’s demonstrated capability to manage major production undertakings reinforces its ability to maintain the FAST channel for the foreseeable future.
A Comprehensive Content Repository
MyToonz’s content portfolio showcases Toonz’s two-pronged approach on both globally created properties and characteristically Indian storytelling narratives. The channel features titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classic Indian narratives paired with modern children’s programming. This well-rounded selection appeals to families looking for culturally relevant material whilst preserving access to worldwide known intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Key Alliances Driving Worldwide Growth
Toonz Media Group’s growth approach relies heavily on targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a leading infrastructure provider for FAST channels, supplies the core infrastructure necessary to scale MyToonz into different territories and formats. Amagi’s platform is already deployed by content distributors and streaming platforms in numerous territories, providing demonstrated experience in handling complex streaming deployments. This partnership allows Toonz to focus on content creation whilst utilising battle-tested infrastructure created to support ongoing ad-supported streaming ventures. The arrangement demonstrates how content creators can accelerate global distribution by working alongside specialised technology partners instead of developing custom platforms.
The collaboration with LG Electronics represents another key pillar of MyToonz’s distribution strategy. By securing placement on LG’s smart TV platform across India, Toonz achieves straightforward access to millions of households without requiring consumers to install extra apps or purchase separate services. This built-in distribution model markedly decreases obstacles to finding content and adoption. LG’s current range of free channels provides an established ecosystem where MyToonz can thrive, whilst the company gains from LG’s hardware reach and market standing. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and digital distribution services will become vital to recreating this success across varied regions.
| 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 Systems Powering the Platform
Amagi’s technology platform establishes 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 considers essential for creating sustainable, ad-supported streaming businesses. By utilising 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 allocate resources toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Transforming Kids’ Content Delivery
MyToonz represents a notable change in how animated programming finds its audience across India and beyond. Rather than depending exclusively on traditional linear broadcasting or subscription-based streaming models, Toonz is utilising the free, ad-supported television format to make accessible quality animated programming. This strategy recognises the evolving viewing preferences of today’s families, where easy access, convenience, and free content have become paramount. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that often obstruct finding shows, letting youngsters and parents discover engaging shows without dealing with complicated apps or payment barriers.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s acknowledgement of essential sector change. The FAST channel model permits the studio to monetise its vast library through advertising whilst providing households high-quality content at no cost. This dual-revenue approach contrasts sharply from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model delivers an effective delivery mechanism that broadens audience exposure whilst ensuring financial sustainability. The launch reflects the company’s aspiration to position itself as a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration provides frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries effectively
