Toonz Media Group, India’s top animation studio, has unveiled MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s deliberate expansion into the smart TV market, with expansion plans globally in the coming years. The service will first focus on 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 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 significant force in the rapidly growing FAST streaming sector.
A New Era for Free-to-Watch Television Streaming
The launch of MyToonz represents a significant shift in how content creators are approaching distribution in an increasingly 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 become a essential option for reaching families and children. Toonz’s decision to pivot towards this model reflects broader industry recognition that FAST platforms offer a sustainable pathway for generating revenue from 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, removing barriers to viewership and guaranteeing its programming gets to viewers without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, stressed that the channel constitutes the company’s deliberate approach to evolving viewing habits and the rise of connected TV. The collaboration between Amagi, a video delivery platform relied upon by broadcasters and operators across dozens of countries, underscores Toonz’s focus on creating platforms equipped to handle major broadcasting requirements. For LG India, the addition of MyToonz reinforces its current lineup of ad-supported channels, cementing the manufacturer’s position as a provider of quality entertainment without subscription costs. This partnership demonstrates how traditional content producers and equipment producers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation expertise and production experience
- Service extends across internationally developed properties and India-rooted programming
- Toonz generates more than 10,000 minutes of material each year in Thiruvananthapuram
- FAST model bypasses subscription barriers whilst enabling advertising-based revenue models
Building upon Three Decades of Animation Excellence
MyToonz’s introduction is supported by Toonz Media Group’s strong reputation in animated content creation, covering more than 25 years of creative work at its Thiruvananthapuram base in Kerala. The studio’s extensive output—more than 10,000 minutes of original content annually—marks it as one of India’s most significant animation powerhouses. This existing framework and creative expertise afford MyToonz with a considerable market advantage, ensuring the channel launches with a handpicked portfolio of content rather than relying on sparse or generic content offerings.
The scope of Toonz’s programming catalogue allows MyToonz to address diverse viewer tastes and age demographics within the kids’ entertainment segment. Rather than starting with restricted content, the channel draws on years of established intellectual property and production expertise. This foundation enables Toonz to populate MyToonz with quality content across multiple genres from the outset, whilst at the same time creating fresh content to maintain engagement and engaging for viewers. The company’s proven ability to manage extensive production activities strengthens its capability to sustain the FAST channel for the foreseeable future.
A Broad Content Repository
MyToonz’s broadcast selection showcases Toonz’s two-pronged approach on both worldwide produced properties and distinctly Indian storytelling traditions. The channel presents titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of classic Indian narratives alongside current kids’ content. This balanced mix attracts families looking for culturally resonant content whilst sustaining access to worldwide known intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s expansion strategy relies heavily on strategic partnerships with proven tech and delivery networks. The partnership with Amagi, a leading infrastructure provider for FAST channels, supplies the technical backbone needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by broadcasters and streaming operators in many regions worldwide, offering proven expertise in handling complex streaming deployments. This partnership permits Toonz to concentrate on producing content whilst drawing on established technology created to support sustainable, ad-supported streaming businesses. The arrangement illustrates how production companies can speed up worldwide expansion by working alongside specialised technology partners instead of developing custom platforms.
The partnership with LG Electronics constitutes another critical pillar of MyToonz’s distribution approach. By gaining placement on LG’s smart TV platform across India, Toonz achieves immediate access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This embedded distribution model substantially reduces barriers to discovery and adoption. LG’s present collection of free channels establishes an established ecosystem where MyToonz can thrive, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, comparable alliances with local smart TV producers and digital distribution services will be crucial to recreating this success across different territories.
| 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 forms the operational foundation of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based distribution networks, which Amagi recognises as essential for building sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than developing 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, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Distribution
MyToonz marks a notable change in how kids’ entertainment reaches audiences across India and beyond. Rather than relying solely on traditional TV schedules or paid streaming services, Toonz is leveraging the FAST format to broaden availability of high-quality animated content. This strategy reflects the evolving viewing preferences of contemporary households, where flexibility, accessibility, and cost-free entertainment have grown essential. By placing MyToonz on LG smart TVs, the company reduces obstacles that commonly impede finding shows, allowing children and families to encounter engaging shows without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s understanding of fundamental market evolution. The FAST channel model allows the studio to monetise its vast library via ads whilst offering households quality programming at no cost. This combined revenue strategy stands apart from traditional paid streaming, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an streamlined distribution channel that broadens audience exposure whilst maintaining financial sustainability. The launch signals the company’s ambition to become a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries efficiently
