Toonz Media Group, India’s leading animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs across the country. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’s strategic push into the smart TV market, with plans to expand globally in the coming years. The service will first focus on Southeast Asian markets including Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Built on Toonz’s extensive library of over 25 years of animation production, MyToonz offers a carefully chosen range of family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a key player in the rapidly growing FAST streaming sector.
A Fresh Era for Free-to-Watch Television Streaming
The introduction of MyToonz marks a notable change in how creators of content are handling distribution in an increasingly fragmented media landscape. As traditional television viewing habits 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 reflects broader industry recognition that FAST platforms offer a sustainable pathway for generating revenue from content whilst maintaining 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 guaranteeing its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel serves as the company’s strategic response to changing audience preferences and the streaming technology transformation. The partnership with Amagi, a video delivery platform preferred by broadcasters and operators across dozens of countries, showcases Toonz’s dedication to creating platforms designed for extensive content delivery. For LG India, the introduction of MyToonz reinforces its existing free-to-air channel portfolio, cementing the manufacturer’s position as a supplier of quality programmes free of subscription fees. This partnership underscores how traditional content producers and equipment producers are collaborating more frequently to reach viewers in the FAST ecosystem.
- MyToonz leverages 25 years of experience in animation production
- Service extends across globally created properties and India-rooted programming
- Toonz generates over 10,000 minutes of content each year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst supporting ad-based monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s launch is supported by Toonz Media Group’s impressive history in animated content creation, spanning more than 25 years of creative work at its Thiruvananthapuram base in Kerala. The studio’s substantial production—more than 10,000 minutes of exclusive material annually—positions it as one of India’s leading animation studios. This established infrastructure and creative expertise afford MyToonz with a significant competitive edge, ensuring the channel opens with a carefully selected collection of material rather than depending on sparse or generic content offerings.
The scope of Toonz’s content library allows MyToonz to address diverse audience preferences and age demographics within the children’s media segment. Rather than launching with limited programming, the channel leverages decades of established intellectual property and production expertise. This foundation enables Toonz to fill MyToonz with quality content across multiple genres from the outset, whilst simultaneously creating original programming to maintain engagement and engaging for audiences. The organisation’s track record to oversee extensive production activities reinforces its capability to support the FAST channel long-term.
A Varied Content Repository
MyToonz’s content portfolio demonstrates Toonz’s two-pronged approach on both internationally developed properties and characteristically Indian storytelling heritage. The channel offers titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of traditional Indian narratives paired with modern children’s programming. This balanced mix resonates with families searching for culturally relevant material whilst sustaining familiarity with worldwide known intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s expansion strategy depends significantly on targeted alliances with proven tech and delivery networks. The working relationship with Amagi, a major technology supplier for FAST channels, provides the technical backbone required for expanding MyToonz into different territories and formats. Amagi’s platform is presently established by broadcasters and streaming operators in dozens of countries, providing proven expertise in overseeing extensive streaming infrastructure. This partnership allows Toonz to prioritise content development whilst leveraging battle-tested infrastructure designed specifically for long-term advertising-funded streaming models. The arrangement demonstrates how content creators can enhance international reach by aligning with specialised technology partners without creating bespoke solutions.
The collaboration with LG Electronics forms another key pillar of MyToonz’s distribution model. By obtaining 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 sign up for separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s existing portfolio of free channels creates an mature platform where MyToonz can flourish, whilst the company leverages LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and content platforms will become vital to recreating 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 Systems Powering the Offering
Amagi’s technology platform establishes the operational foundation of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based distribution networks, which Amagi considers essential for establishing sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than developing proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward content development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Revolutionising Children’s Entertainment Distribution
MyToonz marks a major transformation in how kids’ entertainment connects with viewers across India and beyond. Rather than depending exclusively on traditional TV schedules or paid streaming services, Toonz is leveraging the FAST format to make accessible premium children’s shows. This approach recognises the evolving viewing preferences of today’s families, where adaptability, availability, and no-cost viewing have grown essential. By integrating MyToonz with LG smart TVs, the company reduces obstacles that commonly impede accessing programming, letting youngsters and parents discover compelling content without dealing with complicated apps or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s acknowledgement of core sector change. The FAST channel model allows the studio to capitalise on its extensive library via ads whilst offering households quality programming at no cost. This two-stream revenue model differs markedly from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which generates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an streamlined distribution channel that expands viewer access whilst maintaining economic viability. The launch signals the company’s ambition to become a key player in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration provides frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries effectively
