Toonz Media Group, India’s top animation studio, has launched MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the connected television market, with plans to expand globally over the next few years. The service will first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Leveraging Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a curated selection of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the rapidly growing FAST streaming sector.
A New Era for Complimentary Streaming TV
The introduction of MyToonz marks a significant shift in how content creators are approaching distribution in an increasingly fragmented media landscape. As conventional TV watching patterns keep declining, 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 reflects broader industry recognition that FAST platforms offer a viable route for monetising content whilst maintaining accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming gets to viewers without subscription barriers.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel serves as the company’s key initiative to evolving viewing habits and the rise of connected TV. The partnership with Amagi, a video delivery platform trusted by broadcasters and operators across dozens of countries, demonstrates Toonz’s focus on developing systems equipped to handle major broadcasting requirements. For LG India, the addition of MyToonz strengthens its existing free-to-air channel portfolio, solidifying the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This partnership illustrates how conventional broadcasters and equipment producers are collaborating more frequently to reach viewers in the FAST ecosystem.
- MyToonz draws from 25 years of animation expertise and production experience
- Service spans internationally developed properties and Indian programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst facilitating advertising-based revenue models
Drawing on Three Decades of Animation Excellence
MyToonz’s launch is backed by Toonz Media Group’s impressive history in animation production, covering more than 25 years of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s extensive output—in excess of 10,000 minutes of bespoke programming each year—marks it as one of India’s leading animation powerhouses. This existing framework and creative expertise provide MyToonz with a considerable market advantage, securing the channel opens with a carefully selected collection of programming rather than depending on minimal or formulaic material choices.
The range of Toonz’s content collection allows MyToonz to address broad audience preferences and age demographics within the kids’ entertainment segment. Rather than introducing a narrow selection, the channel draws on extensive built-up IP assets and production knowledge. This foundation enables Toonz to stock MyToonz with varied, quality-assured content from launch, whilst simultaneously continuing to produce new material to maintain engagement and engaging for audiences. The company’s demonstrated capability to handle large-scale production operations strengthens its ability to maintain the FAST channel long-term.
A Comprehensive Content Library
MyToonz’s broadcast selection showcases Toonz’s dual focus on both globally created properties and uniquely Indian storytelling traditions. The channel presents titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated versions of traditional Indian narratives combined with contemporary children’s entertainment. This diverse combination resonates with families looking for culturally resonant content whilst sustaining access to internationally recognised intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Key Alliances Driving Worldwide Growth
Toonz Media Group’s expansion strategy relies heavily on key collaborations with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, provides the foundational technology required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by broadcasters and streaming operators in dozens of countries, delivering demonstrated experience in handling complex streaming deployments. This partnership enables Toonz to prioritise content development whilst utilising proven systems designed specifically for sustainable, ad-supported streaming businesses. The arrangement illustrates how media producers can enhance international reach by working alongside specialised technology partners rather than building proprietary systems from scratch.
The partnership with LG Electronics constitutes another key pillar of MyToonz’s distribution strategy. By gaining placement on LG’s smart TV platform across India, Toonz obtains straightforward access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This built-in distribution model markedly decreases barriers to discovery and adoption. LG’s present collection of free channels establishes an established ecosystem where MyToonz can thrive, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and digital distribution services will prove essential to recreating 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 Infrastructure Powering the Platform
Amagi’s technology platform serves as the operational core infrastructure of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based delivery systems, which Amagi identifies as essential for establishing sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than creating proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to channel resources toward content creation and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz marks a major transformation in how kids’ entertainment finds its audience across India and beyond. Rather than relying solely on traditional TV schedules or paid streaming services, Toonz is leveraging the free, ad-supported television format to democratise access to quality animated programming. This approach acknowledges the changing entertainment habits of contemporary households, where easy access, convenience, and free content have become paramount. By embedding MyToonz directly into LG smart TVs, the company removes barriers that typically hinder finding shows, allowing children and families to discover captivating programmes without dealing with complicated apps or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s acknowledgement of fundamental sector change. The FAST channel model permits the studio to generate revenue from its extensive library using advertisements whilst delivering households high-quality content at no cost. This two-stream revenue model contrasts sharply from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that maximises audience reach whilst ensuring long-term profitability. The launch demonstrates the company’s aspiration to position itself as a dominant force in children’s entertainment distribution rather than just a content producer.
- FAST channels bypass subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration delivers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from extensive content libraries efficiently
