Toonz Media Group, India’s top animation studio, has introduced MyToonz, a complimentary streaming channel now available on LG Smart TVs across the country. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the smart TV market, with plans to expand globally over the next few years. The service will begin by targeting Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Built on Toonz’s vast catalogue of over 25 years of animation production, MyToonz offers a curated selection of family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a significant force in the booming FAST streaming sector.
A Fresh Era for Complimentary Streaming TV
The launch of MyToonz marks a notable change 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 emerged as a vital alternative for reaching families and children. Toonz’s choice to shift towards this model demonstrates wider sector acknowledgement that FAST platforms provide a viable route for generating revenue from content whilst maintaining 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, removing barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, representing Toonz Media Group, stressed that the channel serves as the company’s key initiative to evolving viewing habits and the connected television revolution. The collaboration between Amagi, a video delivery platform preferred by broadcasters and operators across dozens of countries, demonstrates Toonz’s focus on creating platforms designed for major broadcasting requirements. For LG India, the launch of MyToonz strengthens its present selection of broadcast offerings, cementing the manufacturer’s standing as a provider of quality entertainment without subscription costs. This collaboration demonstrates how traditional content producers and hardware manufacturers are joining forces to build audience share in the FAST ecosystem.
- MyToonz draws from 25 years of animation expertise and production experience
- Service covers internationally produced properties and India-based programming
- Toonz produces over 10,000 minutes of content per year in Thiruvananthapuram
- FAST model bypasses subscription requirements whilst enabling advertising-based revenue models
Building upon 30 Years of Excellence in Animation
MyToonz’s launch is backed by Toonz Media Group’s impressive history in animation development, extending across a quarter-century of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—in excess of 10,000 minutes of original content annually—establishes it as one of India’s most significant animation producers. This robust infrastructure and creative pedigree provide MyToonz with a considerable market advantage, guaranteeing the channel debuts with a carefully selected collection of content rather than relying on minimal or formulaic content offerings.
The range of Toonz’s programming catalogue allows MyToonz to address varied viewer tastes and age groups within the children’s media segment. Rather than starting with restricted content, the channel leverages years of accumulated intellectual property and production knowledge. This platform enables Toonz to populate MyToonz with varied, quality-assured content from launch, whilst concurrently creating original programming to keep the service fresh and compelling for viewers. The organisation’s track record to handle major production undertakings reinforces its capacity to sustain the FAST channel over the long term.
A Comprehensive Content Collection
MyToonz’s programming lineup reflects Toonz’s two-pronged approach on both globally created properties and characteristically Indian storytelling narratives. The channel presents titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated adaptations of classic Indian narratives combined with contemporary children’s entertainment. This balanced mix resonates with families looking for culturally resonant content whilst preserving access to worldwide known intellectual properties, positioning MyToonz as a truly inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s expansion strategy relies heavily on targeted alliances with recognised infrastructure and distribution providers. The collaboration with Amagi, a prominent platform specialist for FAST channels, provides the technical backbone required for expanding MyToonz across multiple markets and devices. Amagi’s platform is presently established by content distributors and streaming platforms in dozens of countries, offering demonstrated experience in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst drawing on proven systems built expressly for sustainable, ad-supported streaming businesses. The arrangement exemplifies how content creators can enhance international reach by partnering with focused infrastructure specialists rather than building proprietary systems from scratch.
The partnership with LG Electronics represents another essential pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz gains straightforward access to millions of households without requiring consumers to download additional applications or sign up for separate services. This integrated distribution model markedly decreases barriers to discovery and adoption. LG’s existing portfolio of free channels establishes an developed environment where MyToonz can flourish, whilst the company leverages LG’s hardware reach and brand reputation. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional hardware makers and digital distribution services will prove essential to recreating 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 Infrastructure Behind 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 designed to support IP-based delivery systems, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than building 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, expediting its global expansion timeline considerably.
Reimagining Kids’ Content Delivery
MyToonz marks 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 utilising the free, ad-supported television format to broaden availability of quality animated programming. This model recognises the evolving viewing preferences of contemporary households, where flexibility, accessibility, and cost-free entertainment have become paramount. By integrating MyToonz with LG smart TVs, the company eliminates friction points that typically hinder content discovery, allowing children and families to discover compelling content without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” emphasises Toonz’s understanding of fundamental sector change. The FAST channel model enables the studio to capitalise on its comprehensive library through advertising whilst offering households quality programming at no cost. This two-stream revenue model contrasts sharply from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model provides an streamlined distribution channel that maximises audience reach whilst ensuring long-term profitability. The launch demonstrates the company’s aspiration to become a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels bypass 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 monetise comprehensive content libraries effectively
