Toonz Media Group, India’s top animation studio, has launched 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 company’s deliberate expansion into the smart TV 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 expanding to North America, Europe and the Middle East. Leveraging Toonz’s vast catalogue of over 25 years of animation production, MyToonz offers a handpicked collection of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a significant force in the fast-expanding FAST streaming sector.
A Fresh Age for Free Streaming Television
The introduction of MyToonz marks a notable change in how creators of content are approaching 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 become a vital alternative for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates 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 biggest TV makers, Toonz has secured premium placement on vast numbers of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel represents the company’s deliberate approach to shifts in how people watch content and the streaming technology transformation. The partnership with Amagi, a content distribution specialist trusted by broadcasters and operators across dozens of countries, demonstrates Toonz’s dedication to creating platforms capable of supporting major broadcasting requirements. For LG India, the introduction of MyToonz reinforces its existing free-to-air channel portfolio, cementing the manufacturer’s standing as a supplier of quality programmes free of subscription fees. This joint initiative illustrates how conventional broadcasters and equipment producers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz builds on 25 years of experience in animation production
- Service covers internationally produced properties and India-based programming
- Toonz produces more than 10,000 minutes of material per year in Thiruvananthapuram
- FAST model removes subscription barriers whilst supporting ad-supported monetisation
Building upon 30 Years 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 work at its Kerala facility in Kerala. The studio’s substantial production—more than 10,000 minutes of exclusive material per year—positions it as one of India’s most significant animation powerhouses. This existing framework and creative expertise afford MyToonz with a significant competitive edge, securing the channel debuts with a curated library of content rather than relying on minimal or formulaic material choices.
The breadth of Toonz’s programming catalogue allows MyToonz to address varied audience needs and different ages within the children’s entertainment segment. Rather than introducing restricted content, the channel draws on years of accumulated intellectual property and creative capabilities. This base enables Toonz to stock MyToonz with diverse, vetted programming from day one, whilst at the same time continuing to produce original programming to maintain engagement and compelling for audiences. The company’s proven ability to manage extensive production activities reinforces its ability to support the FAST channel over the long term.
A Broad Content Collection
MyToonz’s programming lineup showcases Toonz’s two-pronged approach on both internationally developed properties and distinctly Indian storytelling narratives. The channel features titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of classical Indian narratives alongside current kids’ content. This balanced mix resonates with families searching for culturally resonant content whilst maintaining familiarity with worldwide known intellectual properties, positioning MyToonz as a truly inclusive platform.
Key Alliances Powering Worldwide Growth
Toonz Media Group’s expansion strategy is built around targeted alliances with established technology and distribution platforms. The working relationship with Amagi, a major technology supplier for FAST channels, supplies the technical backbone required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is already deployed by content distributors and streaming platforms in dozens of countries, delivering established knowledge in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst drawing on proven systems created to support sustainable, ad-supported streaming businesses. The arrangement exemplifies how production companies can speed up worldwide expansion by aligning with specialised technology partners rather than building proprietary systems from scratch.
The relationship with LG Electronics represents another critical pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz obtains direct access to millions of households without requiring consumers to download additional applications or purchase separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s existing portfolio of free channels establishes an developed environment where MyToonz can flourish, whilst the company leverages 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 reproducing 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 Powering 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 designed to support IP-based distribution networks, which Amagi considers essential for establishing sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than building proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward programme development and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Reimagining Kids’ Content Delivery
MyToonz constitutes a major transformation in how children’s content finds its audience across India and beyond. Rather than relying solely on traditional linear broadcasting or paid streaming services, Toonz is utilising the free, ad-supported television format to broaden availability of premium children’s shows. This model reflects the shifting consumption patterns of today’s families, where adaptability, availability, and no-cost viewing have risen to prominence. By placing MyToonz on LG smart TVs, the company removes barriers that typically hinder accessing programming, enabling kids and households to encounter compelling content without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s acknowledgement of essential industry transformation. The FAST channel model enables the studio to generate revenue from its extensive library using advertisements whilst delivering households quality programming at no cost. This combined revenue strategy stands apart from traditional paid streaming, where customer acquisition and loyalty 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 broadens audience exposure whilst maintaining economic viability. The launch reflects the company’s ambition to position itself as a key player in children’s entertainment distribution rather than just a content producer.
- FAST channels bypass subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise vast content libraries effectively
