Toonz Media Group, India’s top animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’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 moving into North America, Europe and the Middle East. Leveraging Toonz’s vast catalogue of over 25 years 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 rapidly growing FAST streaming sector.
A New Era for Free Streaming Television
The launch of MyToonz marks a notable change in how content creators are approaching distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms offer a viable route for generating revenue from content whilst preserving 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 barriers.
Viswanath Rao, representing Toonz Media Group, highlighted that the channel represents the company’s key initiative to changing audience preferences and the streaming technology transformation. The working relationship with Amagi, a video delivery platform preferred by broadcasters and operators across dozens of countries, underscores Toonz’s focus on building infrastructure equipped to handle extensive content delivery. For LG India, the launch of MyToonz strengthens its present selection of broadcast offerings, reinforcing the manufacturer’s position as a supplier of quality programmes free of subscription fees. This collaboration illustrates how traditional content producers and hardware manufacturers are increasingly working together to reach viewers in the FAST ecosystem.
- MyToonz leverages 25 years of experience in animation production
- Service covers internationally developed properties and India-rooted programming
- Toonz generates in excess of 10,000 minutes of material per year in Thiruvananthapuram
- FAST model removes subscription requirements whilst facilitating ad-supported monetisation
Drawing on 30 Years of Animated Content Leadership
MyToonz’s launch is supported by Toonz Media Group’s strong reputation in animation production, spanning a quarter-century 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—establishes it as one of India’s leading animation studios. This existing framework and creative pedigree give MyToonz with a significant competitive edge, ensuring the channel opens with a carefully selected collection of programming rather than settling for sparse or generic programming options.
The range of Toonz’s content library allows MyToonz to serve broad audience preferences and different ages within the children’s entertainment segment. Rather than starting with restricted content, the channel leverages extensive established intellectual property and production knowledge. This foundation enables Toonz to fill MyToonz with diverse, vetted programming from the outset, whilst simultaneously developing original programming to ensure the platform remains current and appealing for audiences. The company’s demonstrated capability to handle extensive production activities enhances its ability to support the FAST channel long-term.
A Broad Content Collection
MyToonz’s programming lineup reflects Toonz’s balanced emphasis on both globally created properties and characteristically Indian storytelling narratives. The channel offers titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of traditional Indian narratives alongside modern children’s programming. This balanced mix attracts families looking for culturally resonant content whilst preserving exposure to internationally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s growth approach is built around targeted alliances with proven tech and delivery networks. The collaboration with Amagi, a prominent platform specialist for FAST channels, delivers the core infrastructure required for expanding MyToonz across multiple markets and devices. Amagi’s platform is already deployed by broadcasters and streaming operators in dozens of countries, delivering proven expertise in handling complex streaming deployments. This partnership allows Toonz to concentrate on producing content whilst drawing on established technology designed specifically for long-term advertising-funded streaming models. The arrangement illustrates how content creators can speed up worldwide expansion by working alongside specialised technology partners instead of developing custom platforms.
The relationship with LG Electronics constitutes another essential pillar of MyToonz’s distribution model. By obtaining 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 integrated distribution model substantially reduces hurdles to discoverability and adoption. LG’s existing portfolio of free channels establishes an mature platform where MyToonz can thrive, whilst the company leverages LG’s hardware reach and brand reputation. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional hardware makers and digital distribution services will become vital 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 Powering the Platform
Amagi’s technology platform establishes the operational core infrastructure of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based distribution networks, which Amagi identifies as essential for building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than developing 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 programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz constitutes a major transformation in how animated programming reaches audiences across India and beyond. Rather than depending exclusively on traditional TV schedules or paid streaming services, Toonz is utilising the FAST format to democratise access to high-quality animated content. This strategy reflects the shifting consumption patterns 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 finding shows, enabling kids and households to encounter captivating programmes without navigating complex app ecosystems or payment barriers.
Viswanath Rao’s statement that “content creators must keep pace with them” emphasises Toonz’s acknowledgement of core sector change. The FAST channel model allows the studio to monetise its vast library using advertisements whilst delivering households quality programming at no cost. This two-stream revenue model stands apart from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which generates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an efficient distribution pathway that maximises audience reach whilst sustaining economic viability. The launch reflects the company’s aspiration to become a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration offers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries effectively
