Toonz Media Group, India’s top animation studio, has launched MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs across the country. The FAST channel—powered by technology from streaming infrastructure provider Amagi—marks the animation giant’s deliberate expansion into the smart TV market, with plans to expand globally in the coming years. The service will begin by targeting Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Drawing from Toonz’s extensive library of over 25 years of animation production, MyToonz offers a handpicked collection of family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the fast-expanding FAST streaming sector.
A Fresh Age for Free Streaming Television
The launch of MyToonz marks a notable change in how creators of content are handling distribution in an ever more 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 become 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 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 vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, representing Toonz Media Group, highlighted that the channel serves as the company’s deliberate approach to shifts in how people watch content and the rise of connected TV. The collaboration between Amagi, a content distribution specialist preferred by broadcasters and operators in numerous markets, showcases Toonz’s commitment to creating platforms capable of supporting extensive content delivery. For LG India, the introduction of MyToonz strengthens its existing free-to-air channel portfolio, solidifying the manufacturer’s role as a supplier of quality programmes free of subscription fees. This collaboration underscores how established media companies and hardware manufacturers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz builds on a quarter-century of animation expertise and production experience
- Service covers internationally developed properties and Indian programming
- Toonz creates more than 10,000 minutes of content each year in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst enabling advertising-based revenue models
Established over 30 Years of Animated Content Leadership
MyToonz’s debut is backed by Toonz Media Group’s strong reputation in animation production, extending across a quarter-century of creative work at its Thiruvananthapuram headquarters in Kerala. The studio’s prolific output—more than 10,000 minutes of original content annually—positions it as one of India’s most significant animation studios. This established infrastructure and creative credentials provide MyToonz with a substantial competitive advantage, guaranteeing the channel debuts with a carefully selected collection of content rather than depending on minimal or formulaic programming options.
The range of Toonz’s content collection allows MyToonz to cater to broad viewer tastes and age demographics within the children’s media segment. Rather than starting with a narrow selection, the channel draws on decades of established intellectual property and creative capabilities. This platform enables Toonz to stock MyToonz with varied, quality-assured content from day one, whilst simultaneously continuing to produce new material to maintain engagement and compelling for audiences. The company’s demonstrated capability to oversee extensive production activities enhances its capacity to support the FAST channel over the long term.
A Varied Content Library
MyToonz’s programming lineup showcases Toonz’s dual focus on both internationally developed properties and characteristically Indian storytelling narratives. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classic Indian narratives alongside modern children’s programming. This balanced mix attracts families seeking culturally meaningful programming whilst sustaining familiarity with globally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s growth approach is built around key collaborations with proven tech and delivery networks. The working relationship with Amagi, a leading infrastructure provider for FAST channels, supplies the foundational technology required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is already deployed by content distributors and streaming platforms in dozens of countries, delivering demonstrated experience in overseeing extensive streaming infrastructure. This partnership allows Toonz to concentrate on producing content whilst utilising battle-tested infrastructure built expressly for sustainable, ad-supported streaming businesses. The arrangement illustrates how content creators can speed up worldwide expansion by working alongside dedicated tech providers instead of developing custom platforms.
The relationship with LG Electronics constitutes another key 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 sign up for separate services. This integrated distribution model substantially reduces hurdles to discoverability and adoption. LG’s existing portfolio of free channels creates an developed environment where MyToonz can prosper, whilst the company benefits from LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with local smart TV producers and content platforms will prove essential to replicating 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 Technology Powering the Platform
Amagi’s technology platform forms the operational foundation of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based distribution networks, which Amagi considers essential for building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than developing proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to channel resources toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Distribution
MyToonz constitutes a notable change in how kids’ entertainment finds its audience across India and beyond. Rather than banking only on traditional linear broadcasting or subscription-based streaming models, Toonz is leveraging the free, ad-supported television format to make accessible premium children’s shows. This strategy recognises the changing entertainment habits of modern families, where easy access, convenience, and free content have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that often obstruct finding shows, allowing children and families to discover engaging shows without navigating complex app ecosystems or payment barriers.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s understanding of core market evolution. The FAST channel model allows the studio to capitalise on its vast library via ads whilst offering households premium entertainment at no cost. This two-stream revenue model stands apart from standard paid services, 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 offers an effective delivery mechanism that expands viewer access whilst ensuring economic viability. The launch reflects the company’s goal to become a leader in children’s entertainment distribution rather than just a content producer.
- FAST channels bypass subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration offers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from extensive content libraries efficiently
