Toonz Media Group, India’s leading animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs across the country. The FAST channel—built on technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the smart TV market, with plans to expand globally over the next few years. The service will first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Drawing from Toonz’s extensive library of over 25 years of animation production, MyToonz offers a carefully chosen range of family entertainment 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 Fresh Era for Free Streaming Television
The introduction of MyToonz represents a notable change in how creators of content are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits continue to decline, particularly amongst 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 reflects broader industry recognition that FAST platforms offer a sustainable pathway 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 vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming gets to viewers without subscription friction.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel serves as the company’s strategic response to shifts in how people watch content and the connected television revolution. The partnership with Amagi, a video delivery platform preferred by broadcasters and operators in numerous markets, showcases Toonz’s focus on building infrastructure designed for large-scale operations. For LG India, the launch of MyToonz enhances its existing free-to-air channel portfolio, solidifying the manufacturer’s standing as a supplier of quality programmes at no charge to viewers. This joint initiative illustrates how conventional broadcasters and equipment producers are joining forces to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of experience in animation production
- Service extends across internationally developed properties and India-based programming
- Toonz produces in excess of 10,000 minutes of content annually in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst facilitating advertising-based revenue models
Building upon 30 Years of Animation Excellence
MyToonz’s introduction is underpinned by Toonz Media Group’s formidable track record in animated content creation, covering a quarter-century of creative innovation at its Kerala facility in Kerala. The studio’s extensive output—in excess of 10,000 minutes of exclusive material each year—positions it as one of India’s premier animation studios. This established infrastructure and creative pedigree give MyToonz with a considerable market advantage, ensuring the channel launches with a handpicked portfolio of content rather than relying on limited or standard programming options.
The range of Toonz’s content collection allows MyToonz to cater to broad viewer tastes and different ages within the children’s entertainment segment. Rather than starting with limited programming, the channel benefits from decades of established intellectual property and production knowledge. This platform enables Toonz to stock MyToonz with varied, quality-assured content from the outset, whilst at the same time continuing to produce original programming to maintain engagement and appealing for viewers. The company’s demonstrated capability to oversee major production undertakings enhances its capability to maintain the FAST channel over the long term.
A Varied Content Collection
MyToonz’s broadcast selection reflects Toonz’s dual focus on both worldwide produced properties and uniquely Indian storytelling narratives. The channel features titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animation-based interpretations of traditional Indian narratives alongside contemporary children’s entertainment. This balanced mix appeals to families seeking culturally resonant content whilst sustaining exposure to globally recognised intellectual properties, establishing MyToonz as a authentically inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s growth approach relies heavily on strategic partnerships with recognised infrastructure and distribution providers. The collaboration with Amagi, a major technology supplier for FAST channels, provides the technical backbone required for expanding MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by content distributors and streaming platforms in dozens of countries, delivering proven expertise in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst leveraging battle-tested infrastructure created to support ongoing ad-supported streaming ventures. The arrangement demonstrates how media producers can accelerate global distribution by working alongside specialised technology partners without creating bespoke solutions.
The partnership with LG Electronics constitutes another critical pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz gains straightforward access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This built-in distribution model substantially reduces barriers to discovery and adoption. LG’s current range of free channels provides an mature platform where MyToonz can prosper, 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 local smart TV producers and content platforms will be crucial 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 Systems Behind the Service
Amagi’s technology platform forms the operational backbone of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based delivery systems, which Amagi considers essential for establishing sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than creating 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 content creation and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz constitutes a notable change in how animated programming finds its audience across India and beyond. Rather than depending exclusively on traditional broadcast schedules or paid streaming services, Toonz is utilising the FAST format to make accessible quality animated programming. This approach acknowledges the changing entertainment habits of contemporary households, where flexibility, accessibility, and cost-free entertainment have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that typically hinder accessing programming, letting youngsters and parents discover captivating programmes without struggling through multiple platforms or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” highlights Toonz’s acknowledgement of core industry transformation. The FAST channel model permits the studio to capitalise on its extensive library using advertisements whilst providing households quality programming at no cost. This combined revenue strategy differs markedly from conventional subscription platforms, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model provides an efficient distribution pathway that expands viewer access whilst sustaining financial sustainability. The launch demonstrates the company’s aspiration to establish itself as a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration provides seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
