Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—built on technology from streaming infrastructure provider Amagi—marks the animation giant’s focused entry into the smart TV market, with intentions to grow globally in the coming years. The service will first focus on Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Leveraging Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a carefully chosen range of kids’ content 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 New Age for Free Streaming Television
The introduction of MyToonz represents a significant shift in how content creators are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer a sustainable pathway for generating revenue from 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 friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel serves as the company’s key initiative to evolving viewing habits and the streaming technology transformation. The partnership with Amagi, a video delivery platform preferred by broadcasters and operators worldwide, showcases Toonz’s dedication to developing systems designed for major broadcasting requirements. For LG India, the addition of MyToonz enhances its current lineup of ad-supported channels, solidifying the manufacturer’s role as a provider of quality entertainment free of subscription fees. This collaboration underscores how conventional broadcasters and equipment producers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz draws from a quarter-century of experience in animation production
- Service spans globally created properties and Indian programming
- Toonz produces over 10,000 minutes of programming each year in Thiruvananthapuram
- FAST model removes subscription requirements whilst enabling ad-based monetisation
Established over 30 Years of Animation Excellence
MyToonz’s introduction is supported by Toonz Media Group’s strong reputation in animation development, covering more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s prolific output—upwards of 10,000 minutes of exclusive material annually—marks it as one of India’s most significant animation powerhouses. This established infrastructure and creative pedigree provide MyToonz with a considerable market advantage, securing the channel debuts with a carefully selected collection of content rather than depending on minimal or formulaic material choices.
The scope of Toonz’s content library allows MyToonz to serve diverse viewer tastes and age demographics within the kids’ entertainment segment. Rather than launching with limited programming, the channel benefits from years of built-up IP assets and production knowledge. This foundation enables Toonz to stock MyToonz with varied, quality-assured content from day one, whilst concurrently creating fresh content to maintain engagement and compelling for audiences. The company’s proven ability to handle extensive production activities reinforces its capability to maintain the FAST channel over the long term.
A Varied Content Repository
MyToonz’s content portfolio reflects Toonz’s two-pronged approach on both worldwide produced properties and characteristically Indian storytelling heritage. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classic Indian narratives combined with modern children’s programming. This diverse combination appeals to families seeking culturally resonant content whilst maintaining exposure to globally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Key Alliances Driving Worldwide Growth
Toonz Media Group’s scaling plans depends significantly on strategic partnerships with established technology and distribution platforms. The working relationship with Amagi, a leading infrastructure provider for FAST channels, provides the foundational technology needed to grow MyToonz across multiple markets and devices. Amagi’s platform is currently operating by media companies and streaming services in many regions worldwide, offering proven expertise in handling complex streaming deployments. This partnership allows Toonz to concentrate on producing content whilst drawing on established technology designed specifically for ongoing ad-supported streaming ventures. The arrangement exemplifies how media producers can speed up worldwide expansion by aligning with focused infrastructure specialists without creating bespoke solutions.
The relationship with LG Electronics forms another critical pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz gains direct access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This embedded distribution model substantially reduces hurdles to discoverability and adoption. LG’s existing portfolio of free channels provides an established ecosystem where MyToonz can prosper, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional hardware makers and streaming platforms will become vital to recreating 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 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 specifically engineered to support IP-based distribution networks, which Amagi considers essential for building sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than developing proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to allocate resources toward content development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz represents a major transformation in how kids’ entertainment reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or subscription-based streaming models, Toonz is leveraging the free, ad-supported television format to broaden availability of high-quality animated content. This approach reflects the shifting consumption patterns of today’s families, where adaptability, availability, and no-cost viewing have risen to prominence. By placing MyToonz on LG smart TVs, the company eliminates friction points that often obstruct finding shows, enabling kids and households to stumble upon compelling content without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” emphasises Toonz’s acknowledgement of essential market evolution. The FAST channel model enables the studio to capitalise on its comprehensive library via ads whilst delivering households quality programming at no cost. This two-stream revenue model contrasts sharply from traditional paid streaming, where gaining and keeping subscribers drive profitability. For Toonz, which creates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model delivers an effective delivery mechanism that expands viewer access whilst sustaining economic viability. The launch signals the company’s aspiration to become a leader in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration offers seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise vast content libraries efficiently
