Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a complimentary streaming channel now available on LG Smart TVs across the country. The FAST channel—built on technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the connected television market, with expansion plans globally over the next few years. The service will begin by targeting Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Drawing from Toonz’s extensive library of more than two decades 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 major player in the fast-expanding FAST streaming sector.
A New Era for Free-to-Watch Television Streaming
The launch of MyToonz represents a notable change in how content creators are approaching distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have become a vital alternative for reaching 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 collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming gets to viewers without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, stressed that the channel represents the company’s deliberate approach to shifts in how people watch content and the streaming technology transformation. The working relationship with Amagi, a video delivery platform relied upon by broadcasters and operators across dozens of countries, underscores Toonz’s focus on creating platforms capable of supporting extensive content delivery. For LG India, the addition of MyToonz enhances its existing free-to-air channel portfolio, solidifying the manufacturer’s standing as a source of premium content without subscription costs. This joint initiative illustrates how established media companies and device makers are increasingly working together to build audience share in the FAST ecosystem.
- MyToonz builds on a quarter-century of animation production and expertise
- Service covers globally created properties and India-based programming
- Toonz produces more than 10,000 minutes of content per year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst facilitating ad-supported monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s debut is supported by Toonz Media Group’s strong reputation in animation production, covering more than 25 years of creative development at its Kerala facility in Kerala. The studio’s prolific output—upwards of 10,000 minutes of exclusive material per year—establishes it as one of India’s leading animation studios. This existing framework and creative expertise afford MyToonz with a significant competitive edge, securing the channel opens with a handpicked portfolio of content rather than relying on sparse or generic content offerings.
The breadth of Toonz’s content collection allows MyToonz to serve broad audience preferences and age groups within the kids’ entertainment segment. Rather than starting with limited programming, the channel leverages decades of built-up IP assets and production knowledge. This platform enables Toonz to populate MyToonz with varied, quality-assured content from launch, whilst simultaneously continuing to produce fresh content to maintain engagement and engaging for audiences. The company’s proven ability to handle extensive production activities strengthens its ability to sustain the FAST channel for the foreseeable future.
A Comprehensive Content Collection
MyToonz’s content portfolio demonstrates Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling traditions. The channel offers titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated versions of classic Indian narratives alongside current kids’ content. This balanced mix appeals to families seeking culturally resonant content whilst preserving access to globally recognised intellectual properties, establishing MyToonz as a authentically inclusive platform.
Key Alliances Driving Worldwide Growth
Toonz Media Group’s expansion strategy is built around key collaborations with proven tech and delivery networks. The collaboration with Amagi, a major technology supplier for FAST channels, provides the technical backbone necessary to scale MyToonz into different territories and formats. Amagi’s platform is presently established by content distributors and streaming platforms in dozens of countries, providing proven expertise in overseeing extensive streaming infrastructure. This partnership permits Toonz to concentrate on producing content whilst leveraging proven systems created to support long-term advertising-funded streaming models. The arrangement exemplifies how media producers can enhance international reach by aligning with focused infrastructure specialists instead of developing custom platforms.
The partnership with LG Electronics represents another essential pillar of MyToonz’s distribution approach. By securing 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 markedly decreases hurdles to discoverability and adoption. LG’s existing portfolio of free channels creates an developed environment where MyToonz can thrive, whilst the company gains from LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with local smart TV producers and content platforms will be crucial 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 Technology Behind the Platform
Amagi’s technology platform establishes the operational foundation of MyToonz, overseeing 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 building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than creating proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to allocate resources toward content development and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Reimagining Children’s Entertainment Distribution
MyToonz represents a major transformation in how children’s content reaches audiences across India and beyond. Rather than banking only on traditional broadcast schedules or subscription-based streaming models, Toonz is harnessing the free, ad-supported television format to broaden availability of high-quality animated content. This approach reflects the changing entertainment habits of modern families, where adaptability, availability, and no-cost viewing have grown essential. By integrating MyToonz with LG smart TVs, the company reduces obstacles that commonly impede finding shows, allowing children and families to discover compelling content without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s acknowledgement of core industry transformation. The FAST channel model allows the studio to capitalise on its extensive library through advertising whilst delivering households quality programming at no cost. This dual-revenue approach differs markedly from traditional paid streaming, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model provides an streamlined distribution channel that maximises audience reach whilst maintaining long-term profitability. The launch demonstrates the company’s ambition to become a dominant force 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 generate income from vast content libraries effectively
