Toonz Media Group, India’s premier animation studio, has unveiled MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s strategic push into the smart TV market, with expansion plans globally over the next few years. The service will initially target Southeast Asian markets including Malaysia, Singapore and the Philippines, before expanding to 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 family entertainment including titles such as “Gummy Bear and Friends,” “Zoonicorn” and “Tenali Raman,” positioning the company as a significant force in the rapidly growing FAST streaming sector.
A Fresh Age for Free-to-Watch Television Streaming
The introduction of MyToonz represents a significant shift in how content creators are approaching distribution in an ever more fragmented media landscape. As conventional TV watching patterns continue to decline, especially among younger audiences, free ad-supported streaming services—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 viable route for monetising content whilst maintaining accessibility. By collaborating with LG Electronics, one of the world’s biggest TV makers, 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, representing Toonz Media Group, highlighted that the channel serves as the company’s key initiative to evolving viewing habits and the connected television revolution. The collaboration between Amagi, a streaming technology provider relied upon by broadcasters and operators in numerous markets, underscores Toonz’s dedication to developing systems capable of supporting major broadcasting requirements. For LG India, the introduction of MyToonz strengthens its existing free-to-air channel portfolio, reinforcing the manufacturer’s position as a provider of quality entertainment free of subscription fees. This joint initiative underscores how established media companies and device makers are joining forces to build audience share in the FAST ecosystem.
- MyToonz builds on two and a half decades of animation production and expertise
- Service spans internationally developed properties and India-rooted programming
- Toonz creates more than 10,000 minutes of content each year in Thiruvananthapuram
- FAST model bypasses subscription barriers whilst facilitating ad-based monetisation
Drawing on Three Decades of Animated Content Leadership
MyToonz’s introduction is supported by Toonz Media Group’s impressive history in animated content creation, extending across a quarter-century of creative work at its Thiruvananthapuram base in Kerala. The studio’s prolific output—more than 10,000 minutes of original content annually—positions it as one of India’s leading animation producers. This established infrastructure and creative credentials provide MyToonz with a substantial competitive advantage, guaranteeing the channel opens with a handpicked portfolio of material rather than depending on limited or standard material choices.
The scope of Toonz’s content collection allows MyToonz to serve broad audience preferences and different ages within the kids’ entertainment segment. Rather than starting with limited programming, the channel leverages years of built-up IP assets and creative capabilities. This base enables Toonz to populate MyToonz with diverse, vetted programming from the outset, whilst at the same time creating new material to maintain engagement and appealing for viewers. The company’s proven ability to oversee large-scale production operations reinforces its capacity to sustain the FAST channel long-term.
A Varied Content Library
MyToonz’s content portfolio demonstrates Toonz’s dual focus on both internationally developed properties and characteristically Indian storytelling traditions. The channel presents titles such as “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” covering animated versions of classic Indian narratives combined with current kids’ content. This diverse combination resonates with families looking for culturally relevant material whilst preserving familiarity with globally recognised intellectual properties, establishing MyToonz as a truly inclusive platform.
Strategic Partnerships Driving Worldwide Growth
Toonz Media Group’s growth approach is built around targeted alliances with recognised infrastructure and distribution providers. The working relationship with Amagi, a major technology supplier for FAST channels, supplies the core infrastructure necessary to scale MyToonz throughout various regions and platforms. Amagi’s platform is currently operating by media companies and streaming services in many regions worldwide, providing demonstrated experience in overseeing extensive streaming infrastructure. This partnership permits Toonz to prioritise content development whilst drawing on proven systems created to support long-term advertising-funded streaming models. The arrangement illustrates how content creators can enhance international reach by working alongside specialised technology partners without creating bespoke solutions.
The partnership with LG Electronics represents another key pillar of MyToonz’s distribution approach. By gaining 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 sign up for separate services. This built-in distribution model significantly lowers hurdles to discoverability and adoption. LG’s current range of free channels creates an established ecosystem where MyToonz can prosper, whilst the company gains from LG’s hardware reach and market standing. As Toonz enters Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and streaming platforms will prove essential 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 Systems Behind the Service
Amagi’s technology platform serves as the operational backbone of MyToonz, handling content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is specifically engineered to support IP-based delivery systems, which Amagi identifies as essential for creating sustainable, ad-supported streaming businesses. By leveraging Amagi’s proven platform rather than developing proprietary technology, Toonz can launch MyToonz rapidly across new markets whilst preserving consistent quality and reliability. This approach allows the company to direct investment toward content development and strategic partnerships rather than technical infrastructure, speeding up its global expansion timeline considerably.
Reimagining Children’s Entertainment Distribution
MyToonz marks a notable change in how animated programming reaches audiences across India and beyond. Rather than relying solely on traditional linear broadcasting or subscription streaming platforms, Toonz is utilising the FAST format to broaden availability of quality animated programming. This approach reflects the changing entertainment habits of contemporary households, where easy access, convenience, and free content have risen to prominence. By integrating MyToonz with LG smart TVs, the company eliminates friction points that typically hinder content discovery, allowing children and families to stumble upon compelling content without navigating complex app ecosystems or subscription costs.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s recognition of fundamental sector change. The FAST channel model allows the studio to monetise its extensive library via ads whilst delivering households premium entertainment at no cost. This dual-revenue approach differs markedly from standard paid services, where subscriber acquisition and retention drive profitability. For Toonz, which creates over 10,000 minutes of content each year from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that broadens audience exposure whilst ensuring long-term profitability. The launch demonstrates the company’s ambition to establish itself as a key player in children’s entertainment distribution rather than merely a content producer.
- FAST channels eliminate subscription barriers whilst generating revenue through strategic advertising
- Direct smart TV integration provides seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries efficiently
