Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a dedicated free streaming channel now available on LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation giant’s focused entry into the smart TV market, with plans to expand globally in the coming years. The service will initially target Southeast Asian markets such as Malaysia, Singapore and the Philippines, before entering 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 significant force in the fast-expanding FAST streaming sector.
A New Age for Free-to-Watch Television Streaming
The introduction of MyToonz marks a notable change in how content creators are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, particularly amongst younger audiences, free ad-supported streaming services—known as FAST channels—have become a essential option for connecting with families and children. Toonz’s choice to shift towards this model demonstrates wider sector acknowledgement that FAST platforms provide a viable route for generating revenue from content whilst maintaining accessibility. By partnering with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on vast numbers of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription barriers.
Viswanath Rao, representing Toonz Media Group, stressed that the channel constitutes the company’s strategic response to changing audience preferences and the connected television revolution. The collaboration between Amagi, a video delivery platform relied upon by broadcasters and operators across dozens of countries, demonstrates Toonz’s commitment to creating platforms equipped to handle extensive content delivery. For LG India, the introduction of MyToonz enhances its existing free-to-air channel portfolio, reinforcing the manufacturer’s position as a provider of quality entertainment at no charge to viewers. This partnership illustrates how established media companies and device makers are increasingly working together to capture audiences in the FAST ecosystem.
- MyToonz leverages a quarter-century of experience in animation production
- Service extends across globally created properties and India-rooted programming
- Toonz produces more than 10,000 minutes of content annually in Thiruvananthapuram
- FAST model eliminates subscription barriers whilst enabling ad-supported monetisation
Building upon Three Decades of Animated Content Leadership
MyToonz’s debut is underpinned by Toonz Media Group’s formidable track record in animated content creation, extending across more than 25 years of creative development at its Thiruvananthapuram headquarters in Kerala. The studio’s substantial production—in excess of 10,000 minutes of original content annually—establishes it as one of India’s leading animation producers. This existing framework and creative credentials provide MyToonz with a substantial competitive advantage, guaranteeing the channel debuts with a handpicked portfolio of programming rather than settling for limited or standard content offerings.
The breadth of Toonz’s content library allows MyToonz to serve diverse viewer tastes and different ages within the children’s media segment. Rather than launching with limited programming, the channel leverages years of built-up IP assets and production knowledge. This platform enables Toonz to stock MyToonz with diverse, vetted programming from day one, whilst at the same time continuing to produce new material to keep the service fresh and compelling for audiences. The organisation’s track record to handle extensive production activities enhances its ability to sustain the FAST channel for the foreseeable future.
A Comprehensive Content Collection
MyToonz’s content portfolio showcases Toonz’s balanced emphasis on both globally created properties and distinctly Indian storytelling traditions. The channel features titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated adaptations of classic Indian narratives alongside contemporary children’s entertainment. This balanced mix resonates with families looking for culturally meaningful programming whilst maintaining familiarity with internationally recognised intellectual properties, presenting MyToonz as a truly inclusive platform.
Key Alliances Powering Worldwide Growth
Toonz Media Group’s growth approach relies heavily on key collaborations with established technology and distribution platforms. The partnership with Amagi, a leading infrastructure provider for FAST channels, provides the technical backbone required for expanding MyToonz across multiple markets and devices. Amagi’s platform is already deployed by broadcasters and streaming operators in many regions worldwide, delivering established knowledge in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst utilising established technology built expressly for long-term advertising-funded streaming models. The arrangement illustrates how content creators can accelerate global distribution by partnering with dedicated tech providers instead of developing custom platforms.
The collaboration with LG Electronics forms another critical pillar of MyToonz’s distribution model. By gaining placement on LG’s smart TV platform across India, Toonz achieves direct access to millions of households without requiring consumers to add supplementary software or sign up for separate services. This embedded distribution model markedly decreases barriers to discovery and adoption. LG’s present collection of free channels creates an developed environment where MyToonz can prosper, whilst the company leverages LG’s hardware reach and brand reputation. As Toonz moves into Southeast Asia, Europe, North America, and the Middle East, comparable alliances 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 Behind the Platform
Amagi’s technology platform serves as the operational foundation of MyToonz, managing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based delivery systems, which Amagi identifies as essential for building sustainable, ad-supported streaming businesses. By leveraging 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 programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Transforming Children’s Entertainment Distribution
MyToonz constitutes a major transformation in how animated programming connects with viewers across India and beyond. Rather than depending exclusively on traditional linear broadcasting or subscription streaming platforms, Toonz is utilising the free, ad-supported television format to make accessible high-quality animated content. This strategy reflects the changing entertainment habits of today’s families, where flexibility, accessibility, and cost-free entertainment have risen to prominence. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that often obstruct accessing programming, enabling kids and households to encounter captivating programmes without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s understanding of fundamental market evolution. The FAST channel model permits the studio to generate revenue from its comprehensive library via ads whilst providing households high-quality content at no cost. This dual-revenue approach stands apart from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which generates over 10,000 minutes of content annually from its Thiruvananthapuram facility, the FAST model offers an efficient distribution pathway that maximises audience reach whilst ensuring long-term profitability. The launch signals the company’s aspiration to establish itself as a leader in children’s entertainment distribution rather than simply a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through strategic advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise extensive content libraries efficiently
