Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a dedicated free 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 expansion plans globally over the next few years. The service will initially target Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Leveraging Toonz’s extensive library of over 25 years of animation production, MyToonz offers a carefully chosen range of children’s programming 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 New Age for Complimentary Streaming TV
The introduction of MyToonz represents a significant shift in how content creators are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have become a essential option for reaching families and children. Toonz’s choice to shift 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 obtained premium placement on vast numbers of devices across Indian households, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription barriers.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel represents the company’s key initiative to shifts in how people watch content and the rise of connected TV. The collaboration between Amagi, a streaming technology provider relied upon by broadcasters and operators across dozens of countries, underscores Toonz’s commitment to creating platforms capable of supporting large-scale operations. For LG India, the addition of MyToonz strengthens its current lineup of ad-supported channels, cementing the manufacturer’s role as a supplier of quality programmes without subscription costs. This collaboration illustrates how conventional broadcasters and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation production and expertise
- Service covers internationally developed properties and India-rooted programming
- Toonz produces over 10,000 minutes of material annually in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst enabling ad-based monetisation
Established over Three Decades of Animation Excellence
MyToonz’s debut is underpinned by Toonz Media Group’s impressive history in animation development, spanning over two decades of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s prolific output—more than 10,000 minutes of exclusive material annually—marks it as one of India’s most significant animation producers. This established infrastructure and creative pedigree give MyToonz with a significant competitive edge, guaranteeing the channel launches with a carefully selected collection of material rather than depending on minimal or formulaic content offerings.
The breadth of Toonz’s content collection allows MyToonz to serve diverse audience needs and different ages within the kids’ entertainment segment. Rather than starting with restricted content, the channel leverages years of accumulated intellectual property and production expertise. This foundation enables Toonz to fill MyToonz with varied, quality-assured content from launch, whilst at the same time developing new material to maintain engagement and engaging for viewers. The organisation’s track record to manage extensive production activities strengthens its capacity to maintain the FAST channel long-term.
A Broad Content Collection
MyToonz’s programming lineup showcases Toonz’s two-pronged approach on both globally created properties and uniquely Indian storytelling narratives. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of classical Indian narratives combined with contemporary children’s entertainment. This diverse combination attracts families seeking culturally relevant material whilst sustaining familiarity with worldwide known intellectual properties, presenting MyToonz as a truly inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s scaling plans depends significantly on key collaborations with recognised infrastructure and distribution providers. The partnership with Amagi, a major technology supplier for FAST channels, provides the foundational technology needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by content distributors and streaming platforms in many regions worldwide, delivering demonstrated experience in handling complex streaming deployments. This partnership permits Toonz to prioritise content development whilst drawing on established technology created to support ongoing ad-supported streaming ventures. The arrangement illustrates how content creators can accelerate global distribution by partnering with specialised technology partners without creating bespoke solutions.
The partnership with LG Electronics forms another key pillar of MyToonz’s distribution approach. By obtaining 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 built-in distribution model substantially reduces hurdles to discoverability and adoption. LG’s current range of free channels creates an developed environment where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with local smart TV producers and streaming platforms will become vital to reproducing 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 Platform
Amagi’s technology platform establishes the operational core infrastructure of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed 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 developing proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to direct investment toward content creation and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Reimagining Children’s Entertainment Distribution
MyToonz represents a significant shift in how kids’ entertainment reaches audiences across India and beyond. Rather than depending exclusively on traditional broadcast schedules or paid streaming services, Toonz is harnessing the ad-supported TV format to make accessible quality animated programming. This model acknowledges the changing entertainment habits of contemporary households, where adaptability, availability, and no-cost viewing have risen to prominence. By embedding MyToonz directly into LG smart TVs, the company removes barriers that often obstruct accessing programming, letting youngsters and parents stumble upon engaging shows without struggling through multiple platforms or payment barriers.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s acknowledgement of fundamental market evolution. The FAST channel model allows the studio to generate revenue from its comprehensive library through advertising whilst delivering households premium entertainment at no cost. This two-stream revenue model differs markedly from traditional paid streaming, where gaining and keeping subscribers drive profitability. For Toonz, which generates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that expands viewer access whilst maintaining financial sustainability. The launch reflects the company’s goal to position itself as a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels bypass subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise vast content libraries efficiently
