Toonz Media Group, India’s leading animation studio, has introduced 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 company’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 such as Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Built on Toonz’s vast catalogue of over 25 years of animation production, MyToonz offers a carefully chosen range of children’s programming 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 Era for Complimentary Streaming TV
The launch of MyToonz marks a significant shift in how creators of content are handling distribution in an increasingly fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a essential option for connecting with families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms provide a sustainable pathway for monetising content whilst preserving accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription barriers.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel represents the company’s strategic response to changing audience preferences and the streaming technology transformation. The partnership with Amagi, a video delivery platform trusted by broadcasters and operators in numerous markets, showcases Toonz’s commitment to creating platforms capable of supporting major broadcasting requirements. For LG India, the introduction of MyToonz enhances its existing free-to-air channel portfolio, reinforcing the manufacturer’s position as a source of premium content free of subscription fees. This collaboration illustrates how traditional content producers and hardware manufacturers are increasingly working together to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation production and expertise
- Service spans globally created properties and India-rooted programming
- Toonz produces over 10,000 minutes of material per year in Thiruvananthapuram
- FAST model bypasses subscription requirements whilst enabling advertising-based revenue models
Established over Three Decades of Animated Content Leadership
MyToonz’s launch is backed by Toonz Media Group’s formidable track record in animation development, extending across more than 25 years of creative work at its Thiruvananthapuram base in Kerala. The studio’s substantial production—more than 10,000 minutes of exclusive material annually—marks it as one of India’s most significant animation powerhouses. This robust infrastructure and creative pedigree provide MyToonz with a substantial competitive advantage, ensuring the channel debuts with a handpicked portfolio of content rather than settling for minimal or formulaic programming options.
The range of Toonz’s content collection allows MyToonz to serve diverse audience needs and age demographics within the children’s media segment. Rather than introducing restricted content, the channel benefits from extensive established intellectual property and production knowledge. This base enables Toonz to fill MyToonz with varied, quality-assured content from the outset, whilst simultaneously creating new material to ensure the platform remains current and compelling for audiences. The company’s proven ability to manage large-scale production operations reinforces its capacity to maintain the FAST channel over the long term.
A Broad Content Library
MyToonz’s content portfolio showcases Toonz’s two-pronged approach on both worldwide produced properties and distinctly Indian storytelling heritage. The channel features titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of traditional Indian narratives combined with contemporary children’s entertainment. This diverse combination appeals to families looking for culturally relevant material whilst maintaining exposure to internationally recognised intellectual properties, presenting MyToonz as a truly inclusive platform.
Strategic Partnerships Driving Worldwide Growth
Toonz Media Group’s scaling plans is built around strategic partnerships with recognised infrastructure and distribution providers. The partnership with Amagi, a major technology supplier for FAST channels, delivers the core infrastructure necessary to scale MyToonz across multiple markets and devices. Amagi’s platform is currently operating by broadcasters and streaming operators in dozens of countries, providing established knowledge in handling complex streaming deployments. This partnership permits Toonz to focus on content creation whilst drawing on established technology created to support long-term advertising-funded streaming models. The arrangement illustrates how content creators can speed up worldwide expansion by working alongside dedicated tech providers 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 achieves immediate access to millions of households without requiring consumers to install extra apps or purchase separate services. This embedded distribution model substantially reduces barriers to discovery and adoption. LG’s existing portfolio of free channels provides an established ecosystem where MyToonz can flourish, whilst the company leverages LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and streaming platforms will become vital to replicating 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 establishes the operational core infrastructure of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based delivery systems, which Amagi considers essential for creating sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than developing proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to allocate resources toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Reimagining Kids’ Content Distribution
MyToonz represents a notable change in how children’s content finds its audience across India and beyond. Rather than banking only on traditional linear broadcasting or subscription streaming platforms, Toonz is leveraging the free, ad-supported television format to broaden availability of quality animated programming. This approach acknowledges the changing entertainment habits of modern families, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By embedding MyToonz directly into LG smart TVs, the company reduces obstacles that often obstruct accessing programming, enabling kids and households to encounter compelling content without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s recognition of fundamental sector change. The FAST channel model allows the studio to generate revenue from its vast library through advertising whilst providing households quality programming at no cost. This combined revenue strategy 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 provides an streamlined distribution channel that maximises audience reach whilst sustaining economic viability. The launch reflects the company’s aspiration to establish itself as a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels bypass subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration offers seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries efficiently
