Toonz Media Group, India’s premier animation studio, has launched MyToonz, a complimentary 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 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. Leveraging Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a handpicked collection of family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the booming FAST streaming sector.
A Fresh Era for Complimentary Streaming TV
The introduction of MyToonz represents a notable change in how creators of content are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for reaching families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms provide a viable route for monetising content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has obtained premium placement on vast numbers of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel represents the company’s deliberate approach to evolving viewing habits and the connected television revolution. The collaboration between Amagi, a streaming technology provider trusted by broadcasters and operators worldwide, showcases Toonz’s dedication to building infrastructure equipped to handle extensive content delivery. For LG India, the introduction of MyToonz strengthens its existing free-to-air channel portfolio, solidifying the manufacturer’s position as a provider of quality entertainment free of subscription fees. This partnership illustrates how traditional content producers and device makers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz leverages a quarter-century of animation expertise and production experience
- Service covers globally created properties and Indian programming
- Toonz generates in excess of 10,000 minutes of programming each year in Thiruvananthapuram
- FAST model bypasses subscription barriers whilst enabling advertising-based revenue models
Drawing on Three Decades of Excellence in Animation
MyToonz’s introduction is backed by Toonz Media Group’s impressive history in animation production, extending across a quarter-century of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s extensive output—more than 10,000 minutes of original content each year—positions it as one of India’s premier animation studios. This robust infrastructure and creative expertise afford MyToonz with a significant competitive edge, ensuring the channel opens with a handpicked portfolio of programming rather than depending on limited or standard 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 restricted content, the channel draws on decades of built-up IP assets and production knowledge. This base enables Toonz to stock MyToonz with quality content across multiple genres from launch, whilst simultaneously creating new material to maintain engagement and compelling for viewers. The company’s proven ability to handle extensive production activities strengthens its capacity to sustain the FAST channel for the foreseeable future.
A Varied Content Library
MyToonz’s broadcast selection demonstrates Toonz’s two-pronged approach on both worldwide produced properties and uniquely Indian storytelling heritage. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of classic Indian narratives alongside current kids’ content. This balanced mix attracts families looking for culturally resonant content whilst sustaining access to internationally recognised intellectual properties, presenting MyToonz as a truly inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s expansion strategy is built around key collaborations with recognised infrastructure and distribution providers. The partnership with Amagi, a prominent platform specialist for FAST channels, delivers the foundational technology required for expanding MyToonz into different territories and formats. Amagi’s platform is already deployed by media companies and streaming services in many regions worldwide, offering proven expertise in handling complex streaming deployments. This partnership allows Toonz to prioritise content development whilst leveraging proven systems designed specifically for ongoing ad-supported streaming ventures. The arrangement exemplifies how content creators can enhance international reach by partnering with specialised technology partners instead of developing custom platforms.
The partnership with LG Electronics represents another key pillar of MyToonz’s distribution strategy. By gaining placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to add supplementary software or purchase separate services. This built-in distribution model substantially reduces obstacles to finding content and adoption. LG’s existing portfolio of free channels establishes an mature platform where MyToonz can flourish, whilst the company gains from LG’s hardware reach and brand reputation. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional smart TV manufacturers and content platforms will become vital to replicating this success across diverse markets.
| 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 forms the operational backbone of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based delivery systems, which Amagi recognises as essential for building sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst ensuring consistent quality and reliability. This approach allows the company to channel resources toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Kids’ Content Delivery
MyToonz constitutes a significant shift in how children’s content connects with viewers across India and beyond. Rather than banking only on traditional broadcast schedules or paid streaming services, Toonz is leveraging the FAST format to make accessible high-quality animated content. This strategy reflects the shifting consumption patterns of today’s families, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By placing MyToonz on LG smart TVs, the company reduces obstacles that typically hinder finding shows, enabling kids and households to discover engaging shows without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s understanding of essential sector change. The FAST channel model enables the studio to monetise its extensive library through advertising whilst providing households quality programming at no cost. This two-stream revenue model contrasts sharply from conventional subscription platforms, where gaining and keeping subscribers drive profitability. For Toonz, which generates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an effective delivery mechanism that maximises audience reach whilst maintaining financial sustainability. The launch signals the company’s ambition to become a dominant force in children’s entertainment distribution rather than just a content producer.
- FAST channels remove subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration delivers seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise vast content libraries effectively
