Toonz Media Group, India’s top animation studio, has launched MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming infrastructure provider Amagi—marks the animation giant’s strategic push into the connected television market, with plans to expand globally in the coming years. The service will begin by targeting Southeast Asian markets including Malaysia, Singapore and the Philippines, before entering North America, Europe and the Middle East. Drawing from Toonz’s comprehensive collection of more than two decades 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 key player in the rapidly growing FAST streaming sector.
A Fresh Era for Free Streaming Television
The introduction of MyToonz marks a notable change 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 reaching families and children. Toonz’s choice to shift towards this model demonstrates wider sector acknowledgement that FAST platforms provide a sustainable pathway for monetising content whilst maintaining 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, eliminating barriers to viewership and ensuring its programming gets to viewers without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel constitutes the company’s deliberate approach to evolving viewing habits and the streaming technology transformation. The working relationship with Amagi, a video delivery platform relied upon by broadcasters and operators across dozens of countries, underscores Toonz’s focus on creating platforms equipped to handle large-scale operations. For LG India, the launch of MyToonz strengthens its current lineup of ad-supported channels, reinforcing the manufacturer’s role as a provider of quality entertainment at no charge to viewers. This joint initiative illustrates how established media companies and hardware manufacturers are joining forces to build audience share in the FAST ecosystem.
- MyToonz builds on 25 years of experience in animation production
- Service extends across internationally developed properties and Indian programming
- Toonz generates over 10,000 minutes of content annually in Thiruvananthapuram
- FAST model eliminates paywall restrictions whilst enabling ad-supported monetisation
Drawing on Three Decades of Animated Content Leadership
MyToonz’s debut is supported by Toonz Media Group’s formidable track record in animation production, covering a quarter-century of creative work at its Kerala facility in Kerala. The studio’s prolific output—upwards of 10,000 minutes of bespoke programming annually—positions it as one of India’s premier animation powerhouses. This existing framework and creative expertise afford MyToonz with a considerable market advantage, guaranteeing the channel launches with a curated library of content rather than relying on minimal or formulaic content offerings.
The breadth of Toonz’s programming catalogue allows MyToonz to serve varied audience needs and different ages within the kids’ entertainment segment. Rather than starting with a narrow selection, 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 launch, whilst at the same time developing new material to ensure the platform remains current and appealing for viewers. The organisation’s track record to handle major production undertakings reinforces its ability to maintain the FAST channel long-term.
A Broad Content Library
MyToonz’s content portfolio demonstrates Toonz’s balanced emphasis on both internationally developed properties and uniquely Indian storytelling heritage. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated versions of traditional Indian narratives alongside contemporary children’s entertainment. This balanced mix attracts families looking for culturally meaningful programming whilst sustaining familiarity with worldwide known intellectual properties, positioning MyToonz as a truly inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s expansion strategy depends significantly on strategic partnerships with proven tech and delivery networks. The working relationship with Amagi, a leading infrastructure provider for FAST channels, delivers the technical backbone needed to grow MyToonz across multiple markets and devices. Amagi’s platform is presently established by broadcasters and streaming operators in many regions worldwide, offering demonstrated experience in handling complex streaming deployments. This partnership enables Toonz to prioritise content development whilst leveraging battle-tested infrastructure created to support sustainable, ad-supported streaming businesses. The arrangement exemplifies how content creators can enhance international reach by working alongside specialised technology partners instead of developing custom platforms.
The collaboration with LG Electronics constitutes another critical pillar of MyToonz’s distribution strategy. By gaining 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 sign up for separate services. This integrated distribution model markedly decreases barriers to discovery and adoption. LG’s present collection of free channels establishes an mature platform where MyToonz can flourish, whilst the company leverages LG’s hardware reach and brand reputation. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, comparable alliances with local smart TV producers and streaming platforms will become vital 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 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 identifies as essential for building sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than creating proprietary technology, Toonz can roll out MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward programme development and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Reimagining Children’s Entertainment Delivery
MyToonz represents a significant shift in how animated programming reaches audiences across India and beyond. Rather than banking only on traditional linear broadcasting or paid streaming services, Toonz is leveraging the FAST format to broaden availability of quality animated programming. This approach acknowledges the changing entertainment habits of modern families, where flexibility, accessibility, and cost-free entertainment have become paramount. By embedding MyToonz directly into LG smart TVs, the company removes barriers that commonly impede finding shows, enabling kids and households to stumble upon engaging shows without struggling through multiple platforms or payment barriers.
Viswanath Rao’s statement that “content creators must evolve alongside them” underscores Toonz’s recognition of essential market evolution. The FAST channel model enables the studio to monetise its extensive library via ads whilst providing households high-quality content at no cost. This combined revenue strategy differs markedly from conventional subscription platforms, where gaining and keeping subscribers drive profitability. For Toonz, which produces 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 financial sustainability. The launch demonstrates the company’s goal to establish itself as a dominant force in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate 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 extensive content libraries effectively
