Toonz Media Group, India’s top animation studio, has launched MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’s focused entry into the connected television market, with plans to expand globally over the next few years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Drawing from Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a handpicked collection of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the fast-expanding FAST streaming sector.
A New Age for Free Streaming Television
The introduction of MyToonz represents a significant shift in how content creators are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits 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 viable route for monetising content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on millions of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, stressed that the channel constitutes the company’s strategic response to evolving viewing habits and the connected television revolution. The working relationship with Amagi, a streaming technology provider preferred by broadcasters and operators in numerous markets, showcases Toonz’s focus on creating platforms equipped to handle extensive content delivery. For LG India, the introduction of MyToonz enhances its existing free-to-air channel portfolio, solidifying the manufacturer’s standing as a supplier of quality programmes without subscription costs. This joint initiative underscores how traditional content producers and hardware manufacturers are joining forces to build audience share in the FAST ecosystem.
- MyToonz leverages 25 years of experience in animation production
- Service covers internationally developed properties and Indian programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model removes subscription barriers whilst enabling ad-supported monetisation
Established over 30 Years of Animation Excellence
MyToonz’s debut is underpinned by Toonz Media Group’s strong reputation in animation production, extending across a quarter-century of creative work at its Thiruvananthapuram base in Kerala. The studio’s prolific output—in excess of 10,000 minutes of exclusive material annually—marks it as one of India’s premier animation producers. This robust infrastructure and creative credentials provide MyToonz with a substantial competitive advantage, securing the channel launches with a curated library of material rather than depending on limited or standard content offerings.
The breadth of Toonz’s programming catalogue allows MyToonz to serve varied audience preferences and age groups within the children’s media segment. Rather than introducing limited programming, the channel leverages decades of built-up IP assets and creative capabilities. This platform enables Toonz to stock MyToonz with diverse, vetted programming from launch, whilst concurrently continuing to produce original programming to ensure the platform remains current and compelling for audiences. The organisation’s track record to manage extensive production activities enhances its capability to maintain the FAST channel for the foreseeable future.
A Broad Content Library
MyToonz’s content portfolio demonstrates Toonz’s two-pronged approach on both internationally developed properties and uniquely Indian storytelling traditions. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of classic Indian narratives combined with current kids’ content. This well-rounded selection resonates with families searching for culturally relevant material whilst maintaining familiarity with worldwide known intellectual properties, positioning MyToonz as a truly inclusive platform.
Key Alliances Powering Worldwide Growth
Toonz Media Group’s scaling plans depends significantly on targeted alliances with recognised infrastructure and distribution providers. The partnership with Amagi, a prominent platform specialist for FAST channels, supplies the core infrastructure necessary to scale MyToonz into different territories and formats. Amagi’s platform is already deployed by media companies and streaming services in dozens of countries, delivering established knowledge in overseeing extensive streaming infrastructure. This partnership allows Toonz to focus on content creation whilst drawing on proven systems built expressly for long-term advertising-funded streaming models. The arrangement illustrates how content creators can speed up worldwide expansion by partnering with focused infrastructure specialists rather than building proprietary systems from scratch.
The partnership with LG Electronics represents another critical pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz obtains straightforward access to millions of households without requiring consumers to install extra apps or purchase separate services. This built-in distribution model markedly decreases obstacles to finding content and adoption. LG’s existing portfolio of free channels establishes an mature platform where MyToonz can flourish, whilst the company leverages LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional hardware makers and streaming platforms will be crucial 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 Infrastructure Powering the Service
Amagi’s technology platform serves as the operational core infrastructure of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based delivery systems, which Amagi considers essential for building sustainable, ad-supported streaming businesses. By leveraging 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 channel resources toward programme development and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Transforming Kids’ Content Distribution
MyToonz constitutes a notable change in how children’s content connects with viewers across India and beyond. Rather than relying solely on traditional broadcast schedules or paid streaming services, Toonz is leveraging the free, ad-supported television format to broaden availability of quality animated programming. This model reflects the shifting consumption patterns of modern families, where flexibility, accessibility, and cost-free entertainment have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that commonly impede content discovery, allowing children and families to discover engaging shows without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s recognition of essential market evolution. The FAST channel model enables the studio to monetise its extensive library through advertising whilst providing households premium entertainment at no cost. This combined revenue strategy contrasts sharply from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that maximises audience reach whilst ensuring financial sustainability. The launch signals the company’s ambition to become a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels remove subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration delivers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from vast content libraries effectively
