Toonz Media Group, India’s premier 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 strategic push into the smart TV 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 expanding to North America, Europe and the Middle East. Built on Toonz’s extensive library 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 significant force in the fast-expanding FAST streaming sector.
A New Age for Free Streaming Television
The introduction of MyToonz marks a significant shift in how creators of content are handling distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model reflects wider sector acknowledgement 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 biggest TV makers, Toonz has obtained premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel represents the company’s strategic response to changing audience preferences and the streaming technology transformation. The working relationship with Amagi, a video delivery platform relied upon by broadcasters and operators worldwide, showcases Toonz’s focus on developing systems designed for large-scale operations. For LG India, the introduction of MyToonz enhances its existing free-to-air channel portfolio, reinforcing the manufacturer’s standing as a provider of quality entertainment free of subscription fees. This collaboration illustrates how established media companies and device makers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz leverages a quarter-century of animation expertise and production experience
- Service extends across internationally developed properties and India-based programming
- Toonz generates more than 10,000 minutes of material each year in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst enabling ad-based monetisation
Drawing on Three Decades of Animation Excellence
MyToonz’s introduction is underpinned by Toonz Media Group’s impressive history in animation production, spanning more than 25 years of creative development at its Thiruvananthapuram base in Kerala. The studio’s prolific output—more than 10,000 minutes of original content each year—marks it as one of India’s leading animation studios. This existing framework and creative pedigree provide MyToonz with a significant competitive edge, guaranteeing the channel debuts with a carefully selected collection of material rather than depending on sparse or generic material choices.
The scope of Toonz’s content collection allows MyToonz to serve broad audience preferences and different ages within the children’s media segment. Rather than launching with restricted content, the channel draws on decades of established intellectual property and production expertise. This platform enables Toonz to fill MyToonz with quality content across multiple genres from the outset, whilst concurrently continuing to produce original programming to maintain engagement and engaging for audiences. The organisation’s track record to oversee large-scale production operations strengthens its capacity to maintain the FAST channel over the long term.
A Comprehensive Content Collection
MyToonz’s programming lineup showcases Toonz’s two-pronged approach on both worldwide produced properties and characteristically Indian storytelling heritage. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of traditional Indian narratives alongside contemporary children’s entertainment. This well-rounded selection appeals to families looking for culturally meaningful programming whilst maintaining access to worldwide known intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Key Alliances Powering Worldwide Growth
Toonz Media Group’s growth approach is built around strategic partnerships with recognised infrastructure and distribution providers. The partnership with Amagi, a leading infrastructure provider for FAST channels, supplies the core infrastructure required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by media companies and streaming services in dozens of countries, offering demonstrated experience in managing large-scale streaming operations. This partnership allows Toonz to focus on content creation whilst utilising established technology created to support long-term advertising-funded streaming models. The arrangement demonstrates how content creators can speed up worldwide expansion by working alongside focused infrastructure specialists instead of developing custom platforms.
The relationship with LG Electronics constitutes another essential pillar of MyToonz’s distribution model. 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 embedded distribution model markedly decreases obstacles to finding content and adoption. LG’s present collection of free channels creates an mature platform where MyToonz can prosper, whilst the company benefits from LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional smart TV manufacturers and content platforms will be crucial to replicating 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 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 delivery systems, which Amagi recognises as essential for establishing sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than building proprietary technology, Toonz can roll out 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, speeding up its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz marks a major transformation in how animated programming finds its audience across India and beyond. Rather than depending exclusively on traditional TV schedules or subscription streaming platforms, Toonz is utilising the ad-supported TV format to make accessible premium children’s shows. This approach recognises the evolving viewing preferences of contemporary households, where adaptability, availability, and no-cost viewing have grown essential. By placing MyToonz on LG smart TVs, the company eliminates friction points that typically hinder content discovery, allowing children and families to encounter compelling content without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” emphasises Toonz’s understanding of fundamental market evolution. The FAST channel model allows the studio to capitalise on its extensive library via ads whilst offering households premium entertainment at no cost. This dual-revenue approach differs markedly from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which produces over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that expands viewer access whilst sustaining long-term profitability. The launch reflects the company’s aspiration to become a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate subscription barriers whilst creating 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 vast content libraries efficiently
