Toonz Media Group, India’s top animation studio, has introduced MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s focused entry into the connected television 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. Drawing from Toonz’s vast catalogue of over 25 years of animation production, MyToonz offers a handpicked collection of children’s programming 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 Age for Free Streaming Television
The launch of MyToonz marks a significant shift in how content creators are handling distribution in an increasingly fragmented media landscape. As conventional TV watching patterns 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 broader industry recognition that FAST platforms provide a viable route for monetising content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has obtained premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming gets to viewers without subscription barriers.
Viswanath Rao, speaking on behalf of Toonz Media Group, emphasised that the channel constitutes the company’s strategic response to shifts in how people watch content and the connected television revolution. The partnership with Amagi, a streaming technology provider trusted by broadcasters and operators across dozens of countries, underscores Toonz’s commitment to building infrastructure equipped to handle extensive content delivery. For LG India, the launch of MyToonz reinforces its existing free-to-air channel portfolio, reinforcing the manufacturer’s standing as a supplier of quality programmes without subscription costs. This collaboration demonstrates how conventional broadcasters and device makers are joining forces to build audience share in the FAST ecosystem.
- MyToonz leverages a quarter-century of animation expertise and production experience
- Service extends across internationally produced properties and India-based programming
- Toonz creates in excess of 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst facilitating ad-based monetisation
Drawing on 30 Years of Animated Content Leadership
MyToonz’s introduction is supported by Toonz Media Group’s strong reputation in animated content creation, spanning over two decades of creative work at its Thiruvananthapuram headquarters in Kerala. The studio’s extensive output—upwards of 10,000 minutes of original content each year—marks it as one of India’s premier animation powerhouses. This established infrastructure and creative credentials provide MyToonz with a considerable market advantage, securing the channel launches with a handpicked portfolio of programming rather than settling for limited or standard programming options.
The range of Toonz’s content collection allows MyToonz to serve broad audience preferences and age demographics within the kids’ entertainment segment. Rather than introducing a narrow selection, the channel benefits from extensive built-up IP assets and production knowledge. This foundation enables Toonz to populate MyToonz with quality content across multiple genres from day one, whilst at the same time creating original programming to keep the service fresh and compelling for audiences. The company’s proven ability to manage extensive production activities enhances its capacity to maintain the FAST channel over the long term.
A Varied Content Repository
MyToonz’s programming lineup showcases Toonz’s balanced emphasis on both internationally developed properties and distinctly Indian storytelling traditions. The channel features titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of classical Indian narratives paired with current kids’ content. This diverse combination appeals to families seeking culturally relevant material whilst sustaining exposure to internationally recognised intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s scaling plans relies heavily on targeted alliances with proven tech and delivery networks. The partnership with Amagi, a major technology supplier for FAST channels, supplies the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is presently established by broadcasters and streaming operators in many regions worldwide, offering proven expertise in overseeing extensive streaming infrastructure. This partnership enables Toonz to prioritise content development whilst drawing on established technology designed specifically for ongoing ad-supported streaming ventures. The arrangement exemplifies how production companies can speed up worldwide expansion by working alongside dedicated tech providers rather than building proprietary systems from scratch.
The partnership with LG Electronics constitutes another essential pillar of MyToonz’s distribution strategy. By securing placement on LG’s smart TV platform across India, Toonz gains straightforward access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This integrated distribution model substantially reduces hurdles to discoverability and adoption. LG’s current range of free channels creates an mature platform where MyToonz can prosper, whilst the company benefits from LG’s hardware reach and market standing. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional hardware makers and digital distribution services will be crucial 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 Behind the Service
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 distribution networks, which Amagi identifies as essential for establishing sustainable, ad-supported streaming businesses. By utilising Amagi’s proven platform rather than developing proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst ensuring consistent quality and reliability. This approach allows the company to direct investment toward content creation and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Kids’ Content Distribution
MyToonz marks a notable change in how animated programming finds its audience across India and beyond. Rather than depending exclusively on traditional linear broadcasting or subscription-based streaming models, Toonz is leveraging the free, ad-supported television format to broaden availability of high-quality animated content. This model recognises the changing entertainment habits of modern families, where flexibility, accessibility, and cost-free entertainment have grown essential. By placing MyToonz on LG smart TVs, the company reduces obstacles that commonly impede content discovery, letting youngsters and parents discover engaging shows without dealing with complicated apps or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s acknowledgement of core sector change. The FAST channel model permits the studio to generate revenue from its vast library using advertisements whilst delivering households quality programming at no cost. This combined revenue strategy contrasts sharply from conventional subscription platforms, where customer acquisition and loyalty drive profitability. For Toonz, which generates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model offers an effective delivery mechanism that maximises audience reach whilst sustaining economic viability. The launch reflects the company’s ambition to position itself as a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels remove subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration offers frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from vast content libraries efficiently
