Toonz Media Group, India’s leading animation studio, has introduced MyToonz, a complimentary streaming channel now available on LG Smart TVs throughout India. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation company’s focused entry into the connected television market, with expansion plans globally over the next few years. The service will initially target Southeast Asian markets such as Malaysia, Singapore and the Philippines, before moving into North America, Europe and the Middle East. Drawing from Toonz’s vast catalogue of more than two decades of animation production, MyToonz offers a handpicked collection of family entertainment 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 New Age for Complimentary Streaming TV
The launch of MyToonz marks a notable change in how content creators are handling 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 emerged as a vital alternative for reaching families and children. Toonz’s choice to shift towards this model reflects wider sector acknowledgement that FAST platforms provide 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 obtained premium placement on vast numbers of devices across Indian households, removing barriers to viewership and guaranteeing its programming reaches audiences without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, highlighted that the channel represents the company’s strategic response to changing audience preferences and the rise of connected TV. The working relationship with Amagi, a video delivery platform trusted by broadcasters and operators across dozens of countries, showcases Toonz’s focus on creating platforms designed for extensive content delivery. For LG India, the introduction of MyToonz reinforces its present selection of broadcast offerings, reinforcing the manufacturer’s standing as a source of premium content without subscription costs. This collaboration demonstrates how established media companies and device makers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation production and expertise
- Service covers internationally produced properties and Indian programming
- Toonz generates in excess of 10,000 minutes of content annually in Thiruvananthapuram
- FAST model removes subscription requirements whilst facilitating ad-based monetisation
Established over 30 Years of Animated Content Leadership
MyToonz’s introduction is supported by Toonz Media Group’s impressive history in animation development, spanning over two decades of creative work at its Thiruvananthapuram base in Kerala. The studio’s substantial production—in excess of 10,000 minutes of bespoke programming each year—positions it as one of India’s most significant animation producers. This robust infrastructure and creative pedigree provide MyToonz with a significant competitive edge, ensuring the channel launches with a curated library of programming rather than relying on minimal or formulaic material choices.
The scope of Toonz’s programming catalogue allows MyToonz to serve diverse audience needs and different ages within the children’s entertainment segment. Rather than introducing limited programming, the channel draws on extensive accumulated intellectual property and production expertise. This base enables Toonz to populate MyToonz with diverse, vetted programming from launch, whilst concurrently continuing to produce new material to ensure the platform remains current and appealing for audiences. The organisation’s track record to manage major production undertakings strengthens its capacity to support the FAST channel over the long term.
A Varied Content Repository
MyToonz’s programming lineup reflects Toonz’s dual focus on both globally created properties and uniquely Indian storytelling traditions. The channel features titles including “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of traditional Indian narratives alongside current kids’ content. This balanced mix appeals to families looking for culturally meaningful programming whilst maintaining access to worldwide known intellectual properties, presenting MyToonz as a genuinely inclusive platform.
Strategic Partnerships Driving Global Ambitions
Toonz Media Group’s expansion strategy is built around key collaborations with recognised infrastructure and distribution providers. The partnership with Amagi, a leading infrastructure provider for FAST channels, supplies the core infrastructure required for expanding MyToonz across multiple markets and devices. Amagi’s platform is presently established by media companies and streaming services in many regions worldwide, delivering demonstrated experience in managing large-scale streaming operations. This partnership enables Toonz to prioritise content development whilst utilising established technology built expressly for ongoing ad-supported streaming ventures. The arrangement demonstrates how media producers can enhance international reach by aligning with focused infrastructure specialists rather than building proprietary systems from scratch.
The relationship with LG Electronics constitutes another essential pillar of MyToonz’s distribution model. By securing placement on LG’s smart TV platform across India, Toonz gains immediate access to millions of households without requiring consumers to install extra apps or subscribe to separate services. This embedded distribution model significantly lowers hurdles to discoverability and adoption. LG’s current range of free channels creates an mature platform where MyToonz can thrive, whilst the company leverages LG’s hardware reach and brand credibility. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and streaming platforms will prove essential to recreating 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 Powering the Offering
Amagi’s technology platform serves as the operational foundation of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based delivery systems, which Amagi recognises as essential for creating 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 ensuring consistent quality and reliability. This approach allows the company to allocate resources toward programme development and strategic partnerships rather than technical infrastructure, accelerating its global expansion timeline considerably.
Revolutionising Children’s Entertainment Delivery
MyToonz constitutes a major transformation in how kids’ entertainment reaches audiences across India and beyond. Rather than depending exclusively on traditional broadcast schedules or subscription-based streaming models, Toonz is leveraging the ad-supported TV format to democratise access to quality animated programming. This approach recognises the shifting consumption patterns of modern families, where flexibility, accessibility, and cost-free entertainment have grown essential. By embedding MyToonz directly into LG smart TVs, the company eliminates friction points that commonly impede finding shows, letting youngsters and parents encounter engaging shows without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” underscores Toonz’s recognition of fundamental industry transformation. The FAST channel model permits the studio to monetise its extensive library via ads whilst delivering households premium entertainment at no cost. This dual-revenue approach 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 offers an streamlined distribution channel that broadens audience exposure whilst sustaining financial sustainability. The launch reflects the company’s goal to position itself as a key player in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through targeted advertising
- Direct smart TV integration provides frictionless access without requiring separate app downloads
- Ad-supported model allows Toonz to generate income from vast content libraries effectively
