Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a complimentary streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation company’s focused entry into the smart TV market, with intentions to grow globally over the next few years. The service will initially target 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 family entertainment 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 Fresh Age for Free-to-Watch Television Streaming
The launch of MyToonz marks a significant shift in how creators of content 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 connecting with families and children. Toonz’s choice to shift towards this model demonstrates wider sector acknowledgement that FAST platforms offer a viable route for monetising content whilst maintaining accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained premium placement on millions of devices across Indian households, removing barriers to viewership and guaranteeing its programming reaches audiences without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, stressed that the channel serves as the company’s strategic response to changing audience preferences and the connected television revolution. The partnership with Amagi, a streaming technology provider trusted by broadcasters and operators in numerous markets, underscores Toonz’s dedication to creating platforms capable of supporting large-scale operations. For LG India, the addition of MyToonz reinforces its present selection of broadcast offerings, cementing the manufacturer’s position as a source of premium content without subscription costs. This joint initiative underscores how conventional broadcasters and device makers are collaborating more frequently to reach viewers in the FAST ecosystem.
- MyToonz draws from 25 years of experience in animation production
- Service extends across globally created properties and India-based programming
- Toonz creates more than 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst supporting ad-based monetisation
Drawing on Three Decades of Excellence in Animation
MyToonz’s launch is backed by Toonz Media Group’s impressive history in animated content creation, spanning a quarter-century of creative development at its Thiruvananthapuram base in Kerala. The studio’s prolific output—upwards of 10,000 minutes of exclusive material annually—establishes it as one of India’s most significant animation powerhouses. This existing framework and creative credentials afford MyToonz with a substantial competitive advantage, securing the channel opens with a handpicked portfolio of programming rather than settling for limited or standard material choices.
The breadth of Toonz’s content library allows MyToonz to serve diverse audience needs and age groups within the children’s media segment. Rather than introducing limited programming, the channel benefits from years of built-up IP assets and production expertise. This platform enables Toonz to fill MyToonz with diverse, vetted programming from day one, whilst simultaneously continuing to produce new material to ensure the platform remains current and compelling for audiences. The organisation’s track record to oversee extensive production activities reinforces its capability to maintain the FAST channel for the foreseeable future.
A Varied Content Collection
MyToonz’s programming lineup reflects Toonz’s two-pronged approach on both internationally developed properties and uniquely Indian storytelling narratives. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of classical Indian narratives alongside current kids’ content. This balanced mix resonates with families seeking culturally relevant material whilst sustaining access to worldwide known intellectual properties, establishing MyToonz as a genuinely inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s expansion strategy relies heavily on strategic partnerships with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, provides the foundational technology required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is already deployed by broadcasters and streaming operators in numerous territories, offering demonstrated experience in managing large-scale streaming operations. This partnership allows Toonz to prioritise content development whilst drawing on established technology created to support long-term advertising-funded streaming models. The arrangement demonstrates how production companies can accelerate global distribution by working alongside dedicated tech providers without creating bespoke solutions.
The partnership with LG Electronics represents another critical pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz gains direct access to millions of households without requiring consumers to install extra apps or subscribe to separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s current range of free channels establishes an developed environment where MyToonz can prosper, whilst the company gains from LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and streaming platforms will prove essential 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 Infrastructure Powering the Offering
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 specifically engineered to support IP-based delivery systems, which Amagi considers essential for establishing sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating 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 creation and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Transforming Kids’ Content Delivery
MyToonz constitutes a notable change in how kids’ entertainment finds its audience across India and beyond. Rather than relying solely on traditional broadcast schedules or paid streaming services, Toonz is utilising the FAST format to make accessible high-quality animated content. This model reflects the changing entertainment habits of today’s families, where easy access, convenience, and free content have become paramount. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that typically hinder accessing programming, enabling kids and households to stumble upon captivating programmes without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s recognition of fundamental market evolution. The FAST channel model allows the studio to capitalise on its extensive library via ads whilst offering households high-quality content 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 per year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that expands viewer access whilst ensuring economic viability. The launch demonstrates the company’s aspiration to establish itself as a leader in children’s entertainment distribution rather than merely a content producer.
- FAST channels remove subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration delivers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
