Toonz Media Group, India’s premier animation studio, has introduced MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation company’s strategic push into the connected television market, with plans to expand globally over the next few years. The service will first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Leveraging Toonz’s extensive library of over 25 years 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 fast-expanding FAST streaming sector.
A Fresh Age for Free Streaming Television
The launch of MyToonz represents a significant shift in how creators of content are handling distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a essential option for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer a viable route 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 millions of devices across Indian households, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel constitutes the company’s deliberate approach to shifts in how people watch content and the streaming technology transformation. The partnership with Amagi, a video delivery platform preferred by broadcasters and operators in numerous markets, demonstrates Toonz’s dedication to developing systems designed for extensive content delivery. For LG India, the addition of MyToonz reinforces its existing free-to-air channel portfolio, reinforcing the manufacturer’s standing as a supplier of quality programmes at no charge to viewers. This joint initiative illustrates how established media companies and device makers are joining forces to capture audiences in the FAST ecosystem.
- MyToonz builds on a quarter-century of animation expertise and production experience
- Service spans globally created properties and India-based programming
- Toonz creates in excess of 10,000 minutes of material each year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst supporting ad-based monetisation
Drawing on 30 Years of Animation Excellence
MyToonz’s debut is underpinned by Toonz Media Group’s formidable track record in animation development, covering more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—upwards of 10,000 minutes of original content each year—positions it as one of India’s premier animation studios. This robust infrastructure and creative pedigree give MyToonz with a substantial competitive advantage, ensuring the channel opens with a carefully selected collection of content rather than depending on sparse or generic material choices.
The breadth of Toonz’s programming catalogue allows MyToonz to cater to varied audience needs and age groups within the children’s media segment. Rather than starting with a narrow selection, the channel draws on decades of built-up IP assets and production knowledge. This foundation enables Toonz to fill MyToonz with varied, quality-assured content from the outset, whilst simultaneously developing fresh content to ensure the platform remains current and appealing for audiences. The company’s demonstrated capability to handle major production undertakings enhances its capacity to sustain the FAST channel for the foreseeable future.
A Comprehensive Content Repository
MyToonz’s content portfolio showcases Toonz’s two-pronged approach on both internationally developed properties and distinctly Indian storytelling heritage. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated adaptations of classic Indian narratives paired with contemporary children’s entertainment. This well-rounded selection attracts families seeking culturally meaningful programming whilst maintaining exposure to worldwide known intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Key Alliances Driving Worldwide Growth
Toonz Media Group’s growth approach is built around targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a leading infrastructure provider for FAST channels, provides the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is presently established by content distributors and streaming platforms in many regions worldwide, providing demonstrated experience in handling complex streaming deployments. This partnership permits Toonz to focus on content creation whilst utilising established technology built expressly for sustainable, ad-supported streaming businesses. The arrangement illustrates how content creators can accelerate global distribution by partnering with dedicated tech providers without creating bespoke solutions.
The relationship with LG Electronics constitutes another critical pillar of MyToonz’s distribution approach. By securing placement on LG’s smart TV platform across India, Toonz obtains direct access to millions of households without requiring consumers to install extra apps or purchase separate services. This built-in distribution model markedly decreases barriers to discovery 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 expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and digital distribution services 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 Technology Behind the Service
Amagi’s technology platform establishes the operational backbone of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based distribution networks, which Amagi recognises as essential for establishing sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than building 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, accelerating its global expansion timeline considerably.
Reimagining Kids’ Content Distribution
MyToonz constitutes a significant shift in how animated programming reaches audiences across India and beyond. Rather than banking only on traditional TV schedules or paid streaming services, Toonz is utilising the ad-supported TV format to broaden availability of quality animated programming. This approach acknowledges the evolving viewing preferences 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 content discovery, letting youngsters and parents encounter captivating programmes without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s recognition of fundamental industry transformation. The FAST channel model allows the studio to monetise its vast library using advertisements whilst offering households quality programming at no cost. This dual-revenue approach differs markedly from conventional subscription platforms, where subscriber acquisition and retention drive profitability. For Toonz, which produces over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model provides an efficient distribution pathway that broadens audience exposure whilst ensuring financial sustainability. The launch demonstrates the company’s goal to position itself as a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through strategic 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 efficiently
