Toonz Media Group, India’s top animation studio, has introduced MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation company’s deliberate expansion into the smart TV market, with expansion plans globally over the next few years. The service will begin by targeting Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Drawing from Toonz’s vast catalogue 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 significant force in the rapidly growing FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The introduction of MyToonz marks a notable change in how content creators are approaching distribution in an increasingly fragmented media landscape. As conventional TV watching patterns keep declining, particularly amongst younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a essential option for connecting with families and children. Toonz’s choice to shift towards this model reflects broader industry recognition 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, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel serves as the company’s strategic response to evolving viewing habits and the streaming technology transformation. The working relationship with Amagi, a content distribution specialist relied upon by broadcasters and operators worldwide, demonstrates Toonz’s dedication to creating platforms equipped to handle major broadcasting requirements. For LG India, the addition of MyToonz enhances its existing free-to-air channel portfolio, cementing the manufacturer’s position as a provider of quality entertainment without subscription costs. This joint initiative 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 experience in animation production
- Service covers globally created properties and India-based programming
- Toonz produces over 10,000 minutes of material each year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst facilitating ad-based monetisation
Building upon Three Decades of Animation Excellence
MyToonz’s debut is underpinned by Toonz Media Group’s impressive history in animated content creation, spanning over two decades of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s substantial production—in excess of 10,000 minutes of original content per year—marks it as one of India’s most significant animation studios. This existing framework and creative expertise give MyToonz with a substantial competitive advantage, guaranteeing the channel debuts with a handpicked portfolio of material rather than depending on sparse or generic content offerings.
The scope of Toonz’s content library allows MyToonz to serve broad audience preferences and age demographics within the children’s media segment. Rather than starting with limited programming, the channel draws on decades of accumulated intellectual property and production expertise. This base enables Toonz to stock MyToonz with diverse, vetted programming from launch, whilst concurrently continuing to produce new material to keep the service fresh and compelling for audiences. The company’s proven ability to manage extensive production activities enhances its capacity to maintain the FAST channel long-term.
A Broad Content Collection
MyToonz’s content portfolio demonstrates Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling narratives. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of traditional Indian narratives paired with current kids’ content. This balanced mix appeals to families searching for culturally resonant content whilst sustaining exposure to worldwide known intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Strategic Partnerships Driving 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 technical backbone required for expanding MyToonz across multiple markets and devices. Amagi’s platform is already deployed by media companies and streaming services in numerous territories, offering demonstrated experience in overseeing extensive streaming infrastructure. This partnership allows Toonz to focus on content creation whilst leveraging battle-tested infrastructure built expressly for ongoing ad-supported streaming ventures. The arrangement illustrates how production companies can enhance international reach by working alongside specialised technology partners instead of developing custom platforms.
The relationship with LG Electronics forms another key pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz achieves direct access to millions of households without requiring consumers to install extra apps or sign up for separate services. This built-in distribution model significantly lowers barriers to discovery 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 brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and streaming platforms will be crucial 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 Systems Behind the Offering
Amagi’s technology platform establishes 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 creating sustainable, ad-supported streaming businesses. By adopting 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 direct investment toward content development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Revolutionising Children’s Entertainment Delivery
MyToonz represents a notable change in how kids’ entertainment connects with viewers across India and beyond. Rather than banking only on traditional linear broadcasting or subscription streaming platforms, Toonz is harnessing the free, ad-supported television format to broaden availability of high-quality animated content. This approach reflects the changing entertainment habits of today’s families, where adaptability, availability, and no-cost viewing have become paramount. By embedding MyToonz directly into LG smart TVs, the company reduces obstacles that commonly impede content discovery, enabling kids and households to encounter compelling content without dealing with complicated apps or payment barriers.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s recognition of fundamental sector change. The FAST channel model enables the studio to generate revenue from its comprehensive library via ads whilst delivering households quality programming at no cost. This two-stream revenue model differs markedly from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which produces over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an effective delivery mechanism that maximises audience reach whilst sustaining economic viability. The launch signals the company’s goal to become a key player in children’s entertainment distribution rather than just a content producer.
- FAST channels remove 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 comprehensive content libraries effectively
