Toonz Media Group, India’s leading animation studio, has launched MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs across the country. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the smart TV 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 entering North America, Europe and the Middle East. Leveraging Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a handpicked collection of family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the booming FAST streaming sector.
A Fresh Age for Complimentary Streaming TV
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 keep declining, especially among younger audiences, ad-supported streaming platforms at no cost—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 biggest TV makers, 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, commenting for Toonz Media Group, highlighted that the channel represents the company’s deliberate approach to evolving viewing habits and the connected television revolution. The partnership with Amagi, a streaming technology provider trusted by broadcasters and operators across dozens of countries, underscores Toonz’s commitment to developing systems designed for large-scale operations. For LG India, the introduction of MyToonz reinforces its current lineup of ad-supported channels, cementing the manufacturer’s standing as a supplier of quality programmes without subscription costs. This partnership illustrates how established media companies and device makers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation expertise and production experience
- Service spans internationally developed properties and Indian programming
- Toonz produces more than 10,000 minutes of programming each year in Thiruvananthapuram
- FAST model removes subscription barriers whilst enabling ad-based monetisation
Established over Three Decades of Animated Content Leadership
MyToonz’s introduction is underpinned by Toonz Media Group’s impressive history in animation development, extending across more than 25 years of creative development at its Kerala facility in Kerala. The studio’s extensive output—more than 10,000 minutes of bespoke programming annually—establishes it as one of India’s premier animation studios. This existing framework and creative expertise afford MyToonz with a significant competitive edge, guaranteeing the channel launches with a curated library of content rather than relying on limited or standard material choices.
The breadth of Toonz’s content collection allows MyToonz to address diverse viewer tastes and age groups within the children’s entertainment segment. Rather than launching with limited programming, the channel draws on extensive established intellectual property and production knowledge. This base enables Toonz to populate MyToonz with diverse, vetted programming from launch, whilst at the same time creating original programming to maintain engagement and engaging for audiences. The organisation’s track record to handle large-scale production operations strengthens its ability to maintain the FAST channel for the foreseeable future.
A Broad Content Library
MyToonz’s content portfolio showcases Toonz’s balanced emphasis on both worldwide produced properties and characteristically Indian storytelling heritage. The channel features titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated versions of classical Indian narratives paired with contemporary children’s entertainment. This well-rounded selection resonates with families looking for culturally resonant content whilst maintaining exposure to internationally recognised intellectual properties, positioning MyToonz as a truly inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s scaling plans relies heavily on targeted alliances with established technology and distribution platforms. The working relationship with Amagi, a leading infrastructure provider for FAST channels, provides the technical backbone needed to grow MyToonz across multiple markets and devices. Amagi’s platform is currently operating by content distributors and streaming platforms in dozens of countries, delivering demonstrated experience in handling complex streaming deployments. This partnership permits Toonz to prioritise content development whilst leveraging proven systems built expressly for ongoing ad-supported streaming ventures. The arrangement demonstrates how media producers can enhance international reach by aligning with specialised technology partners instead of developing custom platforms.
The partnership with LG Electronics constitutes another essential pillar of MyToonz’s distribution strategy. By obtaining 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 sign up for separate services. This embedded distribution model substantially reduces hurdles to discoverability and adoption. LG’s current range of free channels creates an developed environment where MyToonz can flourish, whilst the company benefits from LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and content platforms will be crucial to replicating this success across different territories.
| 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 Service
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 specifically engineered to support IP-based distribution networks, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than building proprietary technology, Toonz can launch 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, expediting its global expansion timeline considerably.
Transforming Kids’ Content Delivery
MyToonz constitutes a notable change in how children’s content finds its audience across India and beyond. Rather than relying solely on traditional broadcast schedules or subscription streaming platforms, Toonz is harnessing the free, ad-supported television format to broaden availability of high-quality animated content. This approach recognises the evolving viewing preferences of contemporary households, where adaptability, availability, and no-cost viewing have become paramount. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that commonly impede accessing programming, allowing children and families to encounter engaging shows without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s recognition of fundamental industry transformation. The FAST channel model permits the studio to monetise its vast library using advertisements whilst providing households premium entertainment at no cost. This dual-revenue approach stands apart from traditional paid streaming, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model provides an streamlined distribution channel that broadens audience exposure whilst sustaining economic viability. The launch signals the company’s goal to position itself as a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration delivers seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
