Toonz Media Group, India’s top animation studio, has launched MyToonz, a dedicated free 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 expansion plans globally in the coming years. The service will begin by targeting 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 more than two decades of animation production, MyToonz offers a curated selection of children’s programming including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the booming FAST streaming sector.
A New Era for Free Streaming Television
The launch of MyToonz marks a notable change in how content creators are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a essential option 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 generating revenue from content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on vast numbers of devices across Indian households, eliminating barriers to viewership and guaranteeing its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel serves as the company’s deliberate approach to changing audience preferences and the connected television revolution. The collaboration between Amagi, a streaming technology provider trusted by broadcasters and operators worldwide, showcases Toonz’s dedication to creating platforms designed for extensive content delivery. For LG India, the launch of MyToonz enhances 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 demonstrates how established media companies and device makers are joining forces to build audience share in the FAST ecosystem.
- MyToonz leverages a quarter-century of animation production and expertise
- Service extends across internationally produced properties and India-rooted programming
- Toonz produces in excess of 10,000 minutes of content per year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst enabling ad-supported monetisation
Drawing on 30 Years of Animated Content Leadership
MyToonz’s introduction is supported by Toonz Media Group’s strong reputation in animated content creation, 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 annually—positions it as one of India’s leading animation powerhouses. This existing framework and creative expertise give MyToonz with a considerable market advantage, guaranteeing the channel debuts with a curated library of material rather than settling for limited or standard material choices.
The scope of Toonz’s content collection allows MyToonz to cater to diverse audience preferences and age demographics within the children’s media segment. Rather than launching with restricted content, the channel leverages decades of established intellectual property and production knowledge. This foundation enables Toonz to populate MyToonz with quality content across multiple genres from the outset, whilst simultaneously creating original programming to keep the service fresh and engaging for viewers. The organisation’s track record to oversee extensive production activities reinforces its ability to support the FAST channel over the long term.
A Broad Content Collection
MyToonz’s broadcast selection reflects Toonz’s two-pronged approach on both internationally developed properties and characteristically Indian storytelling traditions. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of classic Indian narratives paired with contemporary children’s entertainment. This diverse combination attracts families seeking culturally resonant content whilst sustaining access to internationally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Driving Worldwide Growth
Toonz Media Group’s growth approach relies heavily on key collaborations with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, delivers the core infrastructure necessary to scale MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by content distributors and streaming platforms in dozens of countries, providing established knowledge in handling complex streaming deployments. This partnership enables Toonz to concentrate on producing content whilst leveraging proven systems designed specifically for sustainable, ad-supported streaming businesses. The arrangement illustrates how media producers can enhance international reach by aligning with dedicated tech providers instead of developing custom platforms.
The collaboration with LG Electronics represents another key pillar of MyToonz’s distribution strategy. By gaining placement on LG’s smart TV platform across India, Toonz achieves direct access to millions of households without requiring consumers to download additional applications or purchase separate services. This integrated distribution model markedly decreases hurdles to discoverability and adoption. LG’s present collection of free channels creates an mature platform where MyToonz can prosper, whilst the company gains from LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional smart TV manufacturers and content platforms will prove essential to recreating 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 Powering the Platform
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 creating proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst ensuring consistent quality and reliability. This approach allows the company to channel resources toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Reimagining Kids’ Content Distribution
MyToonz represents a notable change in how animated programming connects with viewers across India and beyond. Rather than relying solely on traditional TV schedules or subscription-based streaming models, Toonz is leveraging the FAST format to democratise access to high-quality animated content. This strategy acknowledges the evolving viewing preferences of today’s families, where adaptability, availability, and no-cost viewing have grown essential. By embedding MyToonz directly into LG smart TVs, the company removes barriers that typically hinder finding shows, enabling kids and households to discover captivating programmes without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” underscores Toonz’s acknowledgement of fundamental industry transformation. The FAST channel model permits the studio to monetise its extensive library via ads whilst offering households high-quality content at no cost. This dual-revenue approach stands apart from standard paid services, where gaining and keeping subscribers drive profitability. For Toonz, which produces over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an streamlined distribution channel that expands viewer access whilst sustaining long-term profitability. 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 remove subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration delivers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries effectively
