Toonz Media Group, India’s premier animation studio, has launched MyToonz, a complimentary streaming channel now available on LG Smart TVs across the country. The FAST channel—powered by technology from streaming technology provider Amagi—marks the animation giant’s focused entry into the connected television market, with intentions to grow globally over the next few years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Leveraging Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a curated selection of children’s programming including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the booming FAST streaming sector.
A Fresh Age 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 continue to decline, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for connecting with families and children. Toonz’s choice to shift towards this model reflects wider sector acknowledgement that FAST platforms provide a sustainable pathway for monetising content whilst maintaining 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, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, stressed that the channel represents the company’s strategic response to changing audience preferences and the connected television revolution. The collaboration between Amagi, a video delivery platform trusted by broadcasters and operators across dozens of countries, showcases 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, reinforcing the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This collaboration illustrates how established media companies and hardware manufacturers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz draws from 25 years of animation expertise and production experience
- Service covers globally created properties and India-based programming
- Toonz generates more than 10,000 minutes of programming annually in Thiruvananthapuram
- FAST model removes subscription requirements whilst facilitating ad-based monetisation
Drawing on Three Decades of Excellence in Animation
MyToonz’s debut is underpinned by Toonz Media Group’s formidable track record in animation development, covering more than 25 years of creative work at its Thiruvananthapuram base in Kerala. The studio’s substantial production—upwards of 10,000 minutes of bespoke programming per year—positions it as one of India’s leading animation producers. This robust infrastructure and creative credentials afford MyToonz with a considerable market advantage, guaranteeing the channel launches with a handpicked portfolio of content rather than relying on limited or standard content offerings.
The scope of Toonz’s content library allows MyToonz to serve varied audience needs and age demographics within the children’s entertainment segment. Rather than launching with restricted content, the channel benefits from extensive built-up IP assets and creative capabilities. This base enables Toonz to populate MyToonz with varied, quality-assured content from day one, whilst simultaneously creating original programming to ensure the platform remains current and compelling for audiences. The company’s demonstrated capability to oversee large-scale production operations enhances its ability to sustain the FAST channel over the long term.
A Varied Content Repository
MyToonz’s broadcast selection demonstrates Toonz’s two-pronged approach on both worldwide produced properties and distinctly Indian storytelling heritage. The channel features titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of classical Indian narratives combined with contemporary children’s entertainment. This diverse combination attracts families seeking culturally resonant content whilst sustaining familiarity with globally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s expansion strategy relies heavily on targeted alliances with recognised infrastructure and distribution providers. 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 currently operating by content distributors and streaming platforms in many regions worldwide, providing demonstrated experience in handling complex streaming deployments. This partnership allows Toonz to concentrate on producing content whilst utilising battle-tested infrastructure built expressly for long-term advertising-funded streaming models. The arrangement illustrates how content creators can speed up worldwide expansion by aligning with focused infrastructure specialists without creating bespoke solutions.
The partnership with LG Electronics constitutes another key pillar of MyToonz’s distribution approach. By gaining placement on LG’s smart TV platform across India, Toonz gains direct access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This integrated distribution model substantially reduces obstacles to finding content and adoption. LG’s current range of free channels provides an developed environment where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with local smart TV producers and content platforms will be crucial to recreating 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 Infrastructure Behind the Offering
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 delivery systems, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than building proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst ensuring 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.
Transforming Kids’ Content Delivery
MyToonz represents a significant shift in how children’s content finds its audience across India and beyond. Rather than depending exclusively on traditional linear broadcasting or subscription-based streaming models, Toonz is utilising the FAST format to democratise access to premium children’s shows. This strategy reflects the shifting consumption patterns of today’s families, where easy access, convenience, and free content have risen to prominence. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that typically hinder finding shows, letting youngsters and parents discover compelling content without dealing with complicated apps or subscription costs.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s understanding of essential sector change. The FAST channel model enables the studio to monetise its extensive library through advertising whilst providing households quality programming at no cost. This combined revenue strategy contrasts sharply from standard paid services, where gaining and keeping subscribers drive profitability. For Toonz, which generates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an effective delivery mechanism that maximises audience reach whilst maintaining long-term profitability. The launch signals the company’s aspiration to establish itself as a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels bypass subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration offers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise vast content libraries efficiently
