Toonz Media Group, India’s leading animation studio, has unveiled 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 strategic push into the connected television market, with intentions to grow 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 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 New Era for Complimentary Streaming TV
The launch of MyToonz marks a notable change in how creators of content are handling distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for connecting with 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 largest television manufacturers, Toonz has secured premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel constitutes the company’s deliberate approach to evolving viewing habits and the rise of connected TV. The working relationship with Amagi, a video delivery platform trusted by broadcasters and operators worldwide, demonstrates Toonz’s focus on developing systems designed for major broadcasting requirements. For LG India, the introduction of MyToonz reinforces its present selection of broadcast offerings, solidifying the manufacturer’s role as a source of premium content at no charge to viewers. This collaboration underscores how traditional content producers and device makers are joining forces to capture audiences in the FAST ecosystem.
- MyToonz draws from 25 years of animation expertise and production experience
- Service spans globally created properties and India-rooted programming
- Toonz generates over 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model removes subscription requirements whilst supporting advertising-based revenue models
Established over Three Decades of Excellence in Animation
MyToonz’s launch is supported by Toonz Media Group’s formidable track record in animation development, extending across more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—more than 10,000 minutes of bespoke programming per year—marks it as one of India’s premier animation powerhouses. This existing framework and creative pedigree give MyToonz with a substantial competitive advantage, guaranteeing the channel opens with a curated library of content rather than settling for minimal or formulaic programming options.
The scope of Toonz’s programming catalogue allows MyToonz to address broad audience preferences and age demographics within the kids’ entertainment segment. Rather than introducing a narrow selection, the channel leverages extensive built-up IP assets and production expertise. This foundation enables Toonz to fill MyToonz with diverse, vetted programming from day one, whilst concurrently continuing to produce new material to ensure the platform remains current and engaging for viewers. The company’s proven ability to oversee large-scale production operations reinforces its capability to maintain the FAST channel over the long term.
A Comprehensive Content Library
MyToonz’s content portfolio showcases Toonz’s two-pronged approach on both worldwide produced properties and characteristically Indian storytelling traditions. The channel offers titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of traditional Indian narratives alongside modern children’s programming. This diverse combination attracts families looking for culturally resonant content whilst maintaining exposure to internationally recognised intellectual properties, positioning MyToonz as a authentically inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s expansion strategy depends significantly on strategic partnerships with recognised infrastructure and distribution providers. The partnership with Amagi, a major technology supplier for FAST channels, delivers the core infrastructure required for expanding MyToonz into different territories and formats. Amagi’s platform is currently operating by broadcasters and streaming operators in many regions worldwide, providing demonstrated experience in overseeing extensive streaming infrastructure. This partnership allows Toonz to concentrate on producing content whilst leveraging battle-tested infrastructure built expressly for long-term advertising-funded streaming models. The arrangement illustrates how content creators can speed up worldwide expansion by working alongside focused infrastructure specialists without creating bespoke solutions.
The partnership with LG Electronics represents another key pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz achieves direct access to millions of households without requiring consumers to add supplementary software or sign up for separate services. This integrated distribution model markedly decreases hurdles to discoverability and adoption. LG’s present collection of free channels creates an developed environment where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional smart TV manufacturers and digital distribution services will prove essential to replicating 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 Technology Powering the Offering
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 designed to support IP-based delivery systems, which Amagi identifies as essential for building sustainable, ad-supported streaming businesses. By utilising 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 creation 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 depending exclusively on traditional TV schedules or paid streaming services, Toonz is harnessing the ad-supported TV format to democratise access to quality animated programming. This strategy reflects the changing entertainment habits of today’s families, where adaptability, availability, and no-cost viewing have grown essential. By placing MyToonz on LG smart TVs, the company removes barriers that typically hinder accessing programming, enabling kids and households to encounter engaging shows without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s recognition of essential industry transformation. The FAST channel model allows the studio to capitalise on its vast library through advertising whilst delivering households high-quality content at no cost. This dual-revenue approach stands apart from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an efficient distribution pathway that maximises audience reach whilst ensuring long-term profitability. The launch demonstrates the company’s goal to establish itself as a key player in children’s entertainment distribution rather than merely a content producer.
- FAST channels bypass 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 monetise extensive content libraries effectively
