Toonz Media Group, India’s premier animation studio, has introduced MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation company’s deliberate expansion into the smart TV market, with expansion plans globally in the coming years. The service will initially target Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Built on Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a curated selection 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 New Era for Free Streaming Television
The launch of MyToonz marks a notable change in how creators of content are approaching distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have emerged as a essential option for connecting with families and children. Toonz’s decision to pivot towards this model demonstrates broader industry recognition that FAST platforms provide a sustainable pathway for monetising content whilst maintaining accessibility. By partnering with LG Electronics, one of the world’s biggest TV makers, Toonz has secured premium placement on millions of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, stressed that the channel serves as the company’s deliberate approach to evolving viewing habits and the connected television revolution. The partnership with Amagi, a streaming technology provider preferred by broadcasters and operators across dozens of countries, showcases Toonz’s focus on developing systems capable of supporting large-scale operations. For LG India, the addition of MyToonz reinforces its existing free-to-air channel portfolio, solidifying the manufacturer’s standing as a source of premium content without subscription costs. This collaboration demonstrates how traditional content producers and equipment producers are joining forces to reach viewers in the FAST ecosystem.
- MyToonz draws from a quarter-century of experience in animation production
- Service extends across internationally produced properties and Indian programming
- Toonz produces over 10,000 minutes of material per year in Thiruvananthapuram
- FAST model removes subscription barriers whilst supporting advertising-based revenue models
Drawing on Three Decades of Animated Content Leadership
MyToonz’s launch is backed by Toonz Media Group’s impressive history in animation development, spanning over two decades of creative development at its Thiruvananthapuram base in Kerala. The studio’s prolific output—in excess of 10,000 minutes of exclusive material per year—positions it as one of India’s leading animation studios. This robust infrastructure and creative pedigree give MyToonz with a considerable market advantage, ensuring the channel debuts with a carefully selected collection of content rather than depending on sparse or generic content offerings.
The breadth of Toonz’s content library allows MyToonz to address diverse audience preferences and age demographics within the kids’ entertainment segment. Rather than starting with restricted content, the channel benefits from extensive accumulated intellectual property and creative capabilities. This platform enables Toonz to stock MyToonz with quality content across multiple genres from day one, whilst concurrently developing new material to keep the service fresh and appealing for audiences. The company’s proven ability to handle extensive production activities reinforces its capacity to maintain the FAST channel over the long term.
A Broad Content Library
MyToonz’s content portfolio reflects Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling heritage. The channel presents titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classic Indian narratives paired with modern children’s programming. This diverse combination resonates with families searching for culturally resonant content whilst preserving familiarity with globally recognised intellectual properties, establishing MyToonz as a truly inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s expansion strategy depends significantly on targeted alliances with established technology and distribution platforms. The working relationship with Amagi, a prominent platform specialist for FAST channels, supplies the foundational technology required for expanding MyToonz into different territories and formats. Amagi’s platform is presently established by broadcasters and streaming operators in many regions worldwide, offering established knowledge in handling complex streaming deployments. This partnership allows Toonz to focus on content creation whilst leveraging battle-tested infrastructure designed specifically for sustainable, ad-supported streaming businesses. The arrangement demonstrates how production companies can accelerate global distribution by partnering with dedicated tech providers rather than building proprietary systems from scratch.
The collaboration with LG Electronics constitutes another critical pillar of MyToonz’s distribution model. By gaining 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 purchase separate services. This integrated distribution model markedly decreases hurdles to discoverability and adoption. LG’s present collection of free channels creates an mature platform where MyToonz can flourish, whilst the company leverages LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and digital distribution services will be crucial 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 Technology Powering the Service
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 establishing sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than developing proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to allocate resources toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Reimagining Kids’ Content Delivery
MyToonz marks a significant shift in how animated programming reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or subscription streaming platforms, Toonz is leveraging the free, ad-supported television format to democratise access to quality animated programming. This model reflects the evolving viewing preferences of modern families, where flexibility, accessibility, and cost-free entertainment have become paramount. By embedding MyToonz directly into LG smart TVs, the company reduces obstacles that often obstruct accessing programming, letting youngsters and parents stumble upon engaging shows without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” underscores Toonz’s recognition of core market evolution. The FAST channel model allows the studio to capitalise on its comprehensive library using advertisements whilst providing households quality programming at no cost. This dual-revenue approach stands apart from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which produces over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an streamlined distribution channel that expands viewer access whilst sustaining long-term profitability. The launch signals the company’s ambition 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 provides frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise vast content libraries efficiently
