Toonz Media Group, India’s top animation studio, has unveiled MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—built on technology from streaming infrastructure provider Amagi—marks the animation giant’s focused entry into the smart TV market, with intentions to grow 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 carefully chosen range 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 Fresh Age for Free-to-Watch Television Streaming
The launch of MyToonz represents a significant shift in how content creators are approaching distribution in an increasingly fragmented media landscape. As traditional television viewing habits continue to decline, particularly amongst younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a vital alternative for connecting with families and children. Toonz’s choice to shift towards this model demonstrates broader industry recognition that FAST platforms offer a sustainable pathway for monetising content whilst maintaining 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 gets to viewers without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, highlighted that the channel serves as the company’s deliberate approach to evolving viewing habits and the rise of connected TV. The partnership with Amagi, a video delivery platform trusted by broadcasters and operators in numerous markets, demonstrates Toonz’s focus on developing systems capable of supporting major broadcasting requirements. For LG India, the launch of MyToonz reinforces its present selection of broadcast offerings, solidifying the manufacturer’s role as a source of premium content at no charge to viewers. This collaboration illustrates how established media companies and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on 25 years 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 material per year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst facilitating advertising-based revenue models
Building upon Three Decades of Excellence in Animation
MyToonz’s introduction is supported by Toonz Media Group’s formidable track record in animated content creation, spanning more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s extensive output—more than 10,000 minutes of bespoke programming per year—marks it as one of India’s leading animation producers. This established infrastructure and creative pedigree give MyToonz with a substantial competitive advantage, ensuring the channel launches with a curated library of programming rather than relying on sparse or generic content offerings.
The range of Toonz’s content library allows MyToonz to serve diverse viewer tastes and age groups within the children’s media segment. Rather than launching with restricted content, the channel leverages years of accumulated intellectual property and creative capabilities. This foundation enables Toonz to populate MyToonz with quality content across multiple genres from launch, whilst simultaneously developing new material to ensure the platform remains current and engaging for viewers. The company’s demonstrated capability to manage large-scale production operations strengthens its capability to maintain the FAST channel over the long term.
A Varied Content Repository
MyToonz’s broadcast selection reflects Toonz’s two-pronged approach on both globally created properties and distinctly Indian storytelling heritage. The channel offers titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated versions of classic Indian narratives combined with contemporary children’s entertainment. This diverse combination appeals to families seeking culturally resonant content whilst maintaining exposure to worldwide known intellectual properties, presenting MyToonz as a authentically inclusive platform.
Strategic Partnerships Powering Global Ambitions
Toonz Media Group’s scaling plans is built around targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a prominent platform specialist for FAST channels, provides the core infrastructure needed to grow MyToonz throughout various regions and platforms. Amagi’s platform is presently established by content distributors and streaming platforms in dozens of countries, providing established knowledge in overseeing extensive streaming infrastructure. This partnership enables Toonz to prioritise content development whilst drawing on proven systems created to support long-term advertising-funded streaming models. The arrangement exemplifies how content creators can accelerate global distribution by aligning with focused infrastructure specialists rather than building proprietary systems from scratch.
The collaboration with LG Electronics represents another essential pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz obtains immediate access to millions of households without requiring consumers to add supplementary software or subscribe to separate services. This built-in distribution model substantially reduces barriers to discovery and adoption. LG’s current range of free channels establishes an mature platform where MyToonz can prosper, whilst the company gains from LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with regional smart TV manufacturers and streaming platforms will become vital to reproducing 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 Behind the Service
Amagi’s technology platform establishes the operational foundation of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is designed to support IP-based distribution networks, which Amagi recognises as essential for creating sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than building proprietary technology, Toonz can deploy MyToonz rapidly across new markets whilst ensuring 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.
Reimagining Children’s Entertainment Delivery
MyToonz marks a major transformation in how animated programming finds its audience across India and beyond. Rather than banking only on traditional broadcast schedules or paid streaming services, Toonz is harnessing the free, ad-supported television format to broaden availability of high-quality animated content. This approach reflects the shifting consumption patterns of modern families, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By placing MyToonz on LG smart TVs, the company reduces obstacles that commonly impede content discovery, enabling kids and households to discover captivating programmes without navigating complex app ecosystems or payment barriers.
Viswanath Rao’s statement that “content creators must evolve alongside them” emphasises Toonz’s acknowledgement of core sector change. The FAST channel model permits the studio to monetise its comprehensive library via ads whilst offering households premium entertainment at no cost. This two-stream revenue model stands apart from traditional paid streaming, 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 provides an effective delivery mechanism that maximises audience reach whilst maintaining economic viability. The launch signals the company’s ambition to establish itself as a leader 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 provides frictionless access without requiring additional app downloads
- Ad-supported model allows Toonz to generate income from vast content libraries effectively
