Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a complimentary streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation company’s focused entry into the connected television 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 moving into North America, Europe and the Middle East. Built on Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a curated selection of family entertainment 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 Fresh Age for Complimentary Streaming TV
The launch of MyToonz marks a notable change in how content creators are handling distribution in an increasingly fragmented media landscape. As traditional television viewing habits keep declining, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have emerged as a vital alternative for connecting with families and children. Toonz’s decision to pivot towards this model reflects wider sector acknowledgement that FAST platforms provide 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 obtained premium placement on vast numbers 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 constitutes the company’s key initiative to shifts in how people watch content and the rise of connected TV. The working relationship with Amagi, a video delivery platform relied upon by broadcasters and operators worldwide, showcases Toonz’s commitment to developing systems capable of supporting extensive content delivery. For LG India, the introduction of MyToonz reinforces its present selection of broadcast offerings, cementing the manufacturer’s position as a provider of quality entertainment without subscription costs. This partnership underscores how established media companies and hardware manufacturers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz builds on two and a half decades of experience in animation production
- Service extends across globally created properties and Indian programming
- Toonz produces in excess of 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst supporting ad-based monetisation
Established over Three Decades of Animation Excellence
MyToonz’s introduction is supported by Toonz Media Group’s formidable track record in animation development, extending across over two decades of creative work at its Kerala facility in Kerala. The studio’s prolific output—upwards of 10,000 minutes of exclusive material each year—establishes it as one of India’s leading animation studios. This robust infrastructure and creative credentials give MyToonz with a significant competitive edge, securing the channel launches with a handpicked portfolio of programming rather than depending on sparse or generic programming options.
The scope of Toonz’s content collection allows MyToonz to cater to varied audience preferences and age demographics within the children’s entertainment segment. Rather than launching with a narrow selection, the channel draws on decades of accumulated intellectual property and creative capabilities. This foundation enables Toonz to stock MyToonz with varied, quality-assured content from the outset, whilst concurrently continuing to produce original programming to maintain engagement and engaging for viewers. The organisation’s track record to handle extensive production activities strengthens its ability to support the FAST channel over the long term.
A Varied Content Library
MyToonz’s programming lineup reflects Toonz’s balanced emphasis on both globally created properties and distinctly Indian storytelling heritage. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animation-based interpretations of traditional Indian narratives combined with contemporary children’s entertainment. This well-rounded selection attracts families looking for culturally resonant content whilst maintaining familiarity with internationally recognised intellectual properties, presenting MyToonz as a truly inclusive platform.
Strategic Partnerships 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 leading infrastructure provider for FAST channels, provides the foundational technology required for expanding MyToonz into different territories and formats. Amagi’s platform is already deployed by broadcasters and streaming operators in numerous territories, providing established knowledge in managing large-scale streaming operations. This partnership enables Toonz to prioritise content development whilst drawing on proven systems designed specifically for ongoing ad-supported streaming ventures. The arrangement demonstrates how content creators can enhance international reach by working alongside specialised technology partners without creating bespoke solutions.
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 obtains direct access to millions of households without requiring consumers to add supplementary software or purchase separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s existing portfolio of free channels creates an established ecosystem where MyToonz can thrive, whilst the company leverages LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with regional hardware makers and digital distribution services 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 Technology Behind 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 designed to support IP-based delivery systems, which Amagi recognises as essential for creating sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than building proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst maintaining consistent quality and reliability. This approach allows the company to direct investment toward content creation and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Revolutionising Kids’ Content Delivery
MyToonz marks a significant shift in how kids’ entertainment finds its audience across India and beyond. Rather than depending exclusively on traditional linear broadcasting or paid streaming services, Toonz is utilising the ad-supported TV format to democratise access to premium children’s shows. This approach reflects the shifting consumption patterns of contemporary households, where easy access, convenience, and free content have become paramount. By integrating MyToonz with LG smart TVs, the company reduces obstacles that often obstruct content discovery, enabling kids and households to encounter captivating programmes without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s acknowledgement of essential market evolution. The FAST channel model enables the studio to generate revenue from its extensive library through advertising whilst offering households premium entertainment at no cost. This dual-revenue approach stands apart from conventional subscription platforms, where gaining and keeping subscribers 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 maintaining economic viability. The launch signals the company’s goal to establish itself as a key player in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration delivers frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from comprehensive content libraries efficiently
