Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a dedicated free streaming channel now accessible via 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 in the coming 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. Built on Toonz’s comprehensive collection of over 25 years of animation production, MyToonz offers a curated selection of kids’ content including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a major player in the booming FAST streaming sector.
A New Era for Free Streaming Television
The introduction of MyToonz marks a significant shift in how content creators are handling distribution in an increasingly fragmented media landscape. As traditional television viewing habits continue to decline, especially among younger audiences, free ad-supported streaming services—known as FAST channels—have become a essential option for connecting with families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms provide a viable route for monetising content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained premium placement on millions of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, representing Toonz Media Group, emphasised that the channel constitutes the company’s strategic response to changing audience preferences and the streaming technology transformation. The working relationship with Amagi, a content distribution specialist relied upon by broadcasters and operators across dozens of countries, demonstrates Toonz’s commitment to developing systems designed for large-scale operations. For LG India, the addition of MyToonz strengthens its existing free-to-air channel portfolio, cementing the manufacturer’s role as a provider of quality entertainment free of subscription fees. This collaboration illustrates how traditional content producers and device makers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on a quarter-century of animation production and expertise
- Service extends across internationally developed properties and India-rooted programming
- Toonz produces over 10,000 minutes of material annually in Thiruvananthapuram
- FAST model eliminates subscription requirements whilst enabling ad-based monetisation
Building upon Three Decades of Animation Excellence
MyToonz’s launch is underpinned by Toonz Media Group’s impressive history in animated content creation, covering a quarter-century of creative innovation at its Thiruvananthapuram base in Kerala. The studio’s extensive output—in excess of 10,000 minutes of exclusive material each year—establishes it as one of India’s premier animation powerhouses. This existing framework and creative credentials give MyToonz with a considerable market advantage, securing the channel launches with a curated library of programming rather than relying on limited or standard material choices.
The scope of Toonz’s programming catalogue allows MyToonz to serve broad audience needs and age groups within the kids’ entertainment segment. Rather than starting with restricted content, the channel draws on years of established intellectual property and production expertise. This base enables Toonz to stock MyToonz with diverse, vetted programming from day one, whilst at the same time creating original programming to ensure the platform remains current and engaging for viewers. The organisation’s track record to oversee extensive production activities reinforces its capacity to support the FAST channel over the long term.
A Broad Content Repository
MyToonz’s content portfolio reflects Toonz’s two-pronged approach on both internationally developed properties and uniquely Indian storytelling narratives. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated adaptations of classical Indian narratives paired with current kids’ content. This balanced mix resonates with families searching for culturally resonant content whilst maintaining exposure to internationally recognised intellectual properties, establishing MyToonz as a authentically inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s growth approach relies heavily on key collaborations with proven tech and delivery networks. The partnership with Amagi, a prominent platform specialist for FAST channels, delivers the core infrastructure required for expanding MyToonz into different territories and formats. Amagi’s platform is presently established by content distributors and streaming platforms in numerous territories, delivering demonstrated experience in handling complex streaming deployments. This partnership allows Toonz to prioritise content development whilst leveraging battle-tested infrastructure created to support sustainable, ad-supported streaming businesses. The arrangement illustrates how content creators can accelerate global distribution by aligning with specialised technology partners rather than building proprietary systems from scratch.
The partnership with LG Electronics represents another essential pillar of MyToonz’s distribution approach. By gaining placement on LG’s smart TV platform across India, Toonz obtains immediate access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This embedded distribution model significantly lowers obstacles to finding content and adoption. LG’s existing portfolio of free channels creates an established ecosystem where MyToonz can flourish, whilst the company leverages LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with local smart TV producers and content platforms 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 Infrastructure Powering the Service
Amagi’s technology platform forms the operational backbone of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based delivery systems, which Amagi considers essential for creating sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than creating proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to channel resources toward content development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Reimagining Kids’ Content Distribution
MyToonz constitutes a major transformation in how children’s content finds its audience across India and beyond. Rather than banking only on traditional TV schedules or paid streaming services, Toonz is utilising the free, ad-supported television format to broaden availability of premium children’s shows. This strategy recognises the changing entertainment habits of today’s families, where flexibility, accessibility, and cost-free entertainment have become paramount. By integrating MyToonz with LG smart TVs, the company removes barriers that typically hinder content discovery, enabling kids and households to discover compelling content without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must keep pace with them” emphasises Toonz’s acknowledgement of essential industry transformation. The FAST channel model allows the studio to capitalise on its extensive library via ads whilst delivering households premium entertainment at no cost. This dual-revenue approach stands apart from conventional subscription platforms, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an streamlined distribution channel that maximises audience reach whilst sustaining economic viability. The launch reflects 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 targeted advertising
- Direct smart TV integration delivers seamless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries effectively
