Toonz Media Group, India’s top animation studio, has introduced MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’s deliberate expansion into the smart TV market, with expansion plans globally in the coming years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Drawing from 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 booming FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The introduction of MyToonz represents a notable change in how content creators are handling distribution in an increasingly fragmented media landscape. As traditional television viewing habits keep declining, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a essential option for reaching families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms provide a viable route for generating revenue from content whilst maintaining accessibility. By partnering 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 guaranteeing its programming reaches audiences without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, stressed that the channel represents the company’s deliberate approach to changing audience preferences and the connected television revolution. The working relationship with Amagi, a video delivery platform trusted by broadcasters and operators worldwide, demonstrates Toonz’s dedication to developing systems designed for extensive content delivery. For LG India, the addition of MyToonz reinforces its existing free-to-air channel portfolio, cementing the manufacturer’s position as a source of premium content free of subscription fees. This joint initiative demonstrates how conventional broadcasters and equipment producers are joining forces to capture audiences in the FAST ecosystem.
- MyToonz leverages 25 years of animation expertise and production experience
- Service covers globally created properties and India-rooted programming
- Toonz generates in excess of 10,000 minutes of content annually in Thiruvananthapuram
- FAST model removes subscription barriers whilst enabling ad-based monetisation
Drawing on 30 Years of Excellence in Animation
MyToonz’s debut is underpinned by Toonz Media Group’s strong reputation in animation development, spanning a quarter-century of creative innovation 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 premier animation producers. This established infrastructure and creative credentials afford MyToonz with a substantial competitive advantage, guaranteeing the channel opens with a carefully selected collection of programming rather than relying on sparse or generic programming options.
The breadth of Toonz’s content library allows MyToonz to cater to varied audience needs and age demographics within the children’s media segment. Rather than starting with restricted content, the channel leverages decades of accumulated intellectual property and production knowledge. This base enables Toonz to stock MyToonz with diverse, vetted programming from the outset, whilst at the same time developing original programming to keep the service fresh and engaging for viewers. The company’s demonstrated capability to oversee extensive production activities reinforces its capacity to sustain the FAST channel over the long term.
A Broad Content Repository
MyToonz’s programming lineup reflects Toonz’s balanced emphasis 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,” covering animated versions of traditional Indian narratives paired with contemporary children’s entertainment. This diverse combination attracts families seeking culturally relevant material whilst sustaining exposure to internationally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s growth approach is built around strategic partnerships with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, supplies the foundational technology needed to grow MyToonz into different territories and formats. Amagi’s platform is already deployed by media companies and streaming services in dozens of countries, providing established knowledge in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst drawing on battle-tested infrastructure designed specifically for sustainable, ad-supported streaming businesses. The arrangement demonstrates how production companies can enhance international reach by aligning with specialised technology partners rather than building proprietary systems from scratch.
The relationship with LG Electronics forms another key pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This integrated distribution model significantly lowers barriers to discovery and adoption. LG’s current range of free channels creates an developed environment where MyToonz can prosper, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and digital distribution services will be crucial 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 Technology Behind the Offering
Amagi’s technology platform forms the operational backbone 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 establishing sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating proprietary technology, Toonz can deploy 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, speeding up its global expansion timeline considerably.
Reimagining Kids’ Content Distribution
MyToonz represents a significant shift in how children’s content reaches audiences across India and beyond. Rather than banking only on traditional TV schedules or subscription-based streaming models, Toonz is harnessing the free, ad-supported television format to make accessible quality animated programming. This model acknowledges the shifting consumption patterns of modern families, where flexibility, accessibility, and cost-free entertainment have become paramount. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that commonly impede accessing programming, allowing children and families to discover captivating programmes without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must keep pace with them” emphasises Toonz’s recognition of essential market evolution. The FAST channel model enables the studio to capitalise on its comprehensive library through advertising whilst offering households quality programming at no cost. This dual-revenue approach stands apart from standard paid services, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model provides an efficient distribution pathway that broadens audience exposure whilst ensuring long-term profitability. The launch reflects the company’s aspiration to establish itself as a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration provides frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries efficiently
