Toonz Media Group, India’s top animation studio, has launched MyToonz, a complimentary streaming channel now accessible via LG Smart TVs across the country. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’s strategic push 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. Drawing from Toonz’s extensive library of more than two decades 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 major player in the fast-expanding FAST streaming sector.
A New Age for Complimentary Streaming TV
The introduction of MyToonz represents a notable change in how creators of content are handling distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a essential option 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 collaborating with LG Electronics, one of the world’s biggest TV makers, Toonz has secured premium placement on vast numbers of devices across Indian households, eliminating barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, speaking on behalf of Toonz Media Group, highlighted that the channel represents the company’s key initiative to evolving viewing habits and the rise of connected TV. The working relationship with Amagi, a streaming technology provider relied upon by broadcasters and operators in numerous markets, showcases Toonz’s dedication to building infrastructure capable of supporting large-scale operations. For LG India, the introduction of MyToonz reinforces its existing free-to-air channel portfolio, cementing the manufacturer’s position as a source of premium content free of subscription fees. This collaboration illustrates how conventional broadcasters and device makers are collaborating more frequently to reach viewers in the FAST ecosystem.
- MyToonz leverages two and a half decades of animation expertise and production experience
- Service covers internationally developed properties and Indian programming
- Toonz creates in excess of 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst enabling ad-supported monetisation
Building upon Three Decades of Excellence in Animation
MyToonz’s launch is underpinned by Toonz Media Group’s formidable track record in animated content creation, extending across a quarter-century of creative development at its Kerala facility in Kerala. The studio’s substantial production—upwards of 10,000 minutes of original content annually—positions it as one of India’s most significant animation powerhouses. This robust infrastructure and creative expertise provide MyToonz with a significant competitive edge, guaranteeing the channel launches with a carefully selected collection of material rather than relying on minimal or formulaic programming options.
The scope of Toonz’s content library allows MyToonz to address broad viewer tastes and different ages within the kids’ entertainment segment. Rather than launching with restricted content, the channel leverages decades of built-up IP assets and creative capabilities. This platform enables Toonz to stock MyToonz with diverse, vetted programming from launch, whilst at the same time creating new material to ensure the platform remains current and compelling for audiences. The company’s demonstrated capability to manage major production undertakings reinforces its capability to support the FAST channel for the foreseeable future.
A Broad Content Repository
MyToonz’s broadcast selection showcases Toonz’s two-pronged approach on both internationally developed properties and distinctly Indian storytelling narratives. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of classical Indian narratives paired with contemporary children’s entertainment. This balanced mix appeals to families searching for culturally relevant material whilst maintaining access to worldwide known intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Key Alliances Driving Global Ambitions
Toonz Media Group’s growth approach relies heavily on strategic partnerships with proven tech and delivery networks. The partnership with Amagi, a major technology supplier for FAST channels, provides the technical backbone required for expanding MyToonz into different territories and formats. Amagi’s platform is presently established by media companies and streaming services in many regions worldwide, providing proven expertise in overseeing extensive streaming infrastructure. This partnership permits Toonz to prioritise content development whilst utilising proven systems built expressly for long-term advertising-funded streaming models. The arrangement exemplifies how production companies can enhance international reach by working alongside specialised technology partners without creating bespoke solutions.
The relationship with LG Electronics constitutes another critical pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz obtains straightforward access to millions of households without requiring consumers to install extra apps or purchase separate services. This embedded distribution model markedly decreases hurdles to discoverability and adoption. LG’s current range of free channels creates an mature platform 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, equivalent collaborations with local smart TV producers and digital distribution services will be crucial to reproducing 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 backbone of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based delivery systems, which Amagi recognises as essential for building 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 direct investment toward programme development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Transforming Kids’ Content Distribution
MyToonz constitutes a notable change in how kids’ entertainment reaches audiences across India and beyond. Rather than banking only on traditional TV schedules or subscription-based streaming models, Toonz is leveraging the FAST format to make accessible premium children’s shows. This approach recognises the shifting consumption patterns of contemporary households, where flexibility, accessibility, and cost-free entertainment have grown essential. By placing MyToonz on LG smart TVs, the company eliminates friction points that commonly impede content discovery, allowing children and families to encounter engaging shows without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s recognition of core industry transformation. The FAST channel model enables the studio to capitalise on its extensive library via ads whilst providing 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 creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model provides an streamlined distribution channel that maximises audience reach whilst sustaining economic viability. The launch demonstrates the company’s aspiration to position itself as a dominant force 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 offers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently