Toonz Media Group, India’s leading 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 infrastructure provider Amagi—marks the animation giant’s deliberate expansion into the connected television market, with intentions to grow 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. Built on 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 key player in the rapidly growing FAST streaming sector.
A Fresh Era for Free Streaming Television
The launch 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 continue to decline, especially among 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 broader industry recognition that FAST platforms provide a sustainable pathway for generating revenue from content whilst preserving accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained 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, representing Toonz Media Group, stressed that the channel represents the company’s deliberate approach to evolving viewing habits and the streaming technology transformation. The partnership with Amagi, a streaming technology provider trusted by broadcasters and operators in numerous markets, underscores Toonz’s commitment to developing systems designed for extensive content delivery. For LG India, the addition of MyToonz strengthens its existing free-to-air channel portfolio, cementing the manufacturer’s standing as a source of premium content without subscription costs. This joint initiative demonstrates how conventional broadcasters and equipment producers are collaborating more frequently to capture audiences in the FAST ecosystem.
- MyToonz draws from 25 years of experience in animation production
- Service spans internationally produced properties and Indian programming
- Toonz generates in excess of 10,000 minutes of programming annually in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst supporting ad-based monetisation
Drawing on 30 Years of Animation Excellence
MyToonz’s launch is supported by Toonz Media Group’s impressive history in animated content creation, covering more than 25 years of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—upwards of 10,000 minutes of original content each year—marks it as one of India’s most significant animation powerhouses. This robust infrastructure and creative expertise afford MyToonz with a substantial competitive advantage, securing the channel debuts with a curated library of material rather than relying on limited or standard material choices.
The scope of Toonz’s programming catalogue allows MyToonz to cater to diverse viewer tastes and age groups within the children’s entertainment segment. Rather than starting with restricted content, the channel benefits from years of built-up IP assets and production knowledge. This foundation enables Toonz to populate MyToonz with diverse, vetted programming from day one, whilst at the same time creating new material to maintain engagement and appealing for viewers. The company’s demonstrated capability to manage major production undertakings enhances its capacity to support the FAST channel over the long term.
A Varied Content Library
MyToonz’s programming lineup demonstrates Toonz’s dual focus on both worldwide produced properties and uniquely Indian storytelling heritage. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of traditional Indian narratives combined with current kids’ content. This diverse combination resonates with families looking for culturally resonant content whilst sustaining access to internationally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Strategic Partnerships Driving Worldwide Growth
Toonz Media Group’s scaling plans depends significantly on key collaborations with proven tech and delivery networks. The partnership with Amagi, a prominent platform specialist for FAST channels, provides the technical backbone required for expanding MyToonz across multiple markets and devices. Amagi’s platform is already deployed by content distributors and streaming platforms in many regions worldwide, providing established knowledge in managing large-scale streaming operations. This partnership permits Toonz to prioritise content development whilst leveraging established technology designed specifically for ongoing ad-supported streaming ventures. The arrangement demonstrates how production companies can enhance international reach by working alongside focused infrastructure specialists instead of developing custom platforms.
The collaboration with LG Electronics constitutes another essential pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz obtains immediate access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This built-in distribution model markedly decreases hurdles to discoverability and adoption. LG’s existing portfolio of free channels provides an established ecosystem where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and streaming platforms will prove essential 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 Systems 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 purpose-built to support IP-based distribution networks, which Amagi considers essential for building sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than creating proprietary technology, Toonz can roll out 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, accelerating its global expansion timeline considerably.
Reimagining Kids’ Content Delivery
MyToonz represents a significant shift in how children’s content reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or subscription streaming platforms, Toonz is utilising the free, ad-supported television format to make accessible high-quality animated content. This approach reflects the changing entertainment habits of contemporary households, where easy access, convenience, and free content have risen to prominence. By placing MyToonz on LG smart TVs, the company removes barriers that typically hinder content discovery, enabling kids and households to encounter captivating programmes without dealing with complicated apps or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” emphasises Toonz’s understanding of essential market evolution. The FAST channel model allows the studio to generate revenue from its extensive library through advertising whilst delivering households high-quality content at no cost. This combined revenue strategy stands apart from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which produces over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model provides an effective delivery mechanism that expands viewer access whilst ensuring financial sustainability. The launch reflects the company’s aspiration to establish itself as a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration delivers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from extensive content libraries effectively
