Toonz Media Group, India’s top animation studio, has introduced MyToonz, a complimentary streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation company’s focused entry into the smart TV market, with intentions to grow globally in the coming years. The service will first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Built on Toonz’s extensive library of over 25 years of animation production, MyToonz offers a curated selection 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 fast-expanding FAST streaming sector.
A New Age for Free-to-Watch Television Streaming
The introduction of MyToonz represents a significant shift in how creators of content are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns keep declining, particularly amongst younger audiences, ad-supported streaming platforms at no cost—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 offer a sustainable pathway for generating revenue from content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on millions 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 strategic response to evolving viewing habits and the streaming technology transformation. The collaboration between Amagi, a streaming technology provider preferred by broadcasters and operators across dozens of countries, demonstrates Toonz’s commitment to building infrastructure capable of supporting extensive content delivery. For LG India, the launch of MyToonz reinforces its existing free-to-air channel portfolio, solidifying the manufacturer’s role as a provider of quality entertainment without subscription costs. This partnership illustrates how conventional broadcasters and equipment producers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz builds on 25 years of experience in animation production
- Service covers internationally produced properties and India-based programming
- Toonz creates more than 10,000 minutes of programming annually in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst facilitating ad-based monetisation
Established over 30 Years of Animated Content Leadership
MyToonz’s debut is backed by Toonz Media Group’s impressive history in animation production, spanning a quarter-century of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—in excess of 10,000 minutes of bespoke programming per year—positions it as one of India’s leading animation producers. This robust infrastructure and creative credentials give MyToonz with a considerable market advantage, securing the channel launches with a curated library of programming rather than settling for minimal or formulaic content offerings.
The breadth of Toonz’s content library allows MyToonz to cater to diverse viewer tastes and different ages within the children’s media segment. Rather than introducing limited programming, the channel benefits from decades of established intellectual property and production knowledge. This base enables Toonz to fill MyToonz with quality content across multiple genres from the outset, whilst at the same time developing new material to maintain engagement and compelling for audiences. The company’s proven ability to oversee major production undertakings strengthens its capacity to support the FAST channel for the foreseeable future.
A Varied Content Collection
MyToonz’s broadcast selection demonstrates Toonz’s two-pronged approach on both worldwide produced properties and characteristically Indian storytelling traditions. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of classic Indian narratives combined with contemporary children’s entertainment. This diverse combination attracts families searching for culturally meaningful programming whilst preserving exposure to globally recognised intellectual properties, presenting MyToonz as a authentically inclusive platform.
Strategic Partnerships Powering Worldwide Growth
Toonz Media Group’s scaling plans relies heavily on key collaborations with proven tech and delivery networks. The collaboration with Amagi, a prominent platform specialist for FAST channels, provides the core infrastructure necessary to scale MyToonz across multiple markets and devices. Amagi’s platform is presently established by broadcasters and streaming operators in many regions worldwide, providing proven expertise in managing large-scale streaming operations. This partnership allows Toonz to focus on content creation whilst drawing on battle-tested infrastructure built expressly for ongoing ad-supported streaming ventures. The arrangement exemplifies how production companies can accelerate global distribution by aligning with focused infrastructure specialists rather than building proprietary systems from scratch.
The relationship with LG Electronics represents another essential pillar of MyToonz’s distribution strategy. By obtaining placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to download additional applications or subscribe to separate services. This built-in distribution model significantly lowers barriers to discovery and adoption. LG’s present collection of free channels provides an mature platform where MyToonz can thrive, whilst the company benefits from LG’s hardware reach and market standing. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances 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 Technology Behind the Platform
Amagi’s technology platform forms 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 considers essential for building sustainable, ad-supported streaming businesses. By leveraging 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 channel resources toward programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Delivery
MyToonz represents a major transformation in how animated programming finds its audience across India and beyond. Rather than banking only on traditional linear broadcasting or paid streaming services, Toonz is harnessing the FAST format to make accessible high-quality animated content. This approach recognises the shifting consumption patterns of contemporary households, where adaptability, availability, and no-cost viewing have risen to prominence. By placing MyToonz on LG smart TVs, the company removes barriers that typically hinder finding shows, allowing children and families to encounter engaging shows without struggling through multiple platforms or payment barriers.
Viswanath Rao’s statement that “content creators must keep pace with them” underscores Toonz’s understanding of essential sector change. The FAST channel model enables the studio to capitalise on its comprehensive library using advertisements whilst delivering 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 delivers an effective delivery mechanism that expands viewer access whilst sustaining financial sustainability. The launch demonstrates the company’s ambition to establish itself as a dominant force in children’s entertainment distribution rather than simply a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through strategic 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 efficiently
