Toonz Media Group, India’s top animation studio, has introduced MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation company’s deliberate expansion into the smart TV market, with intentions to grow globally over the next few years. The service will first focus on Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Drawing from Toonz’s extensive library of more than two decades of animation production, MyToonz offers a carefully chosen range of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the fast-expanding FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The launch of MyToonz marks a significant shift in how content creators are approaching distribution in an ever more fragmented media landscape. As traditional television viewing habits continue to decline, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have emerged as a essential option for connecting with families and children. Toonz’s decision to pivot towards this model reflects broader industry recognition that FAST platforms provide a viable route for monetising content whilst maintaining accessibility. By collaborating 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 gets to viewers without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel serves as the company’s deliberate approach to evolving viewing habits and the rise of connected TV. The working relationship with Amagi, a content distribution specialist preferred by broadcasters and operators in numerous markets, underscores Toonz’s focus on developing systems designed for large-scale operations. For LG India, the addition of MyToonz strengthens its current lineup of ad-supported channels, solidifying the manufacturer’s standing as a provider of quality entertainment without subscription costs. This collaboration illustrates how conventional broadcasters and device makers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation expertise and production experience
- Service spans internationally produced properties and India-rooted programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model removes subscription barriers whilst facilitating advertising-based revenue models
Drawing on 30 Years of Animation Excellence
MyToonz’s introduction is supported by Toonz Media Group’s strong reputation in animated content creation, spanning more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—more than 10,000 minutes of exclusive material per year—positions it as one of India’s leading animation producers. This established infrastructure and creative expertise give MyToonz with a considerable market advantage, ensuring the channel debuts with a handpicked portfolio of programming rather than depending on sparse or generic material choices.
The scope of Toonz’s content library allows MyToonz to cater to varied audience preferences and different ages within the children’s media segment. Rather than launching with limited programming, the channel draws on extensive built-up IP assets and production knowledge. This platform enables Toonz to stock MyToonz with varied, quality-assured content from day one, whilst concurrently creating new material to ensure the platform remains current and compelling for viewers. The company’s proven ability to manage extensive production activities reinforces its capacity to support the FAST channel long-term.
A Comprehensive Content Library
MyToonz’s programming lineup showcases Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling narratives. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of traditional Indian narratives paired with current kids’ content. This balanced mix attracts families looking for culturally resonant content whilst preserving familiarity with worldwide known intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s growth approach depends significantly on key collaborations with recognised infrastructure and distribution providers. The partnership with Amagi, a major technology supplier for FAST channels, provides the technical backbone needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by broadcasters and streaming operators in dozens of countries, offering proven expertise in managing large-scale streaming operations. This partnership allows Toonz to focus on content creation whilst leveraging proven systems created to support sustainable, ad-supported streaming businesses. The arrangement exemplifies how production companies can enhance international reach by partnering with dedicated tech providers without creating bespoke solutions.
The partnership with LG Electronics constitutes another key pillar of MyToonz’s distribution strategy. By securing placement on LG’s smart TV platform across India, Toonz obtains immediate access to millions of households without requiring consumers to install extra apps or subscribe to separate services. This integrated distribution model significantly lowers hurdles to discoverability and adoption. LG’s present collection of free channels establishes 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, equivalent collaborations with local smart TV producers and content platforms will become vital to replicating 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 Offering
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 adopting Amagi’s proven platform rather than building proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst maintaining 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 notable change in how children’s content finds its audience across India and beyond. Rather than relying solely on traditional broadcast schedules or subscription-based streaming models, Toonz is harnessing the free, ad-supported television format to democratise access to premium children’s shows. This model reflects the shifting consumption patterns of contemporary households, where easy access, convenience, and free content have grown essential. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that commonly impede finding shows, enabling kids and households to discover engaging shows without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” emphasises Toonz’s understanding of core market evolution. The FAST channel model allows the studio to capitalise on its vast library via ads whilst providing households premium entertainment at no cost. This two-stream revenue model differs markedly from standard paid services, where gaining and keeping subscribers drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that expands viewer access whilst sustaining economic viability. The launch reflects the company’s ambition to establish itself as a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise vast content libraries effectively
