Toonz Media Group, India’s premier animation studio, has introduced MyToonz, a complimentary streaming channel now available on LG Smart TVs across the country. The FAST channel—built on technology from streaming technology provider Amagi—marks the animation giant’s deliberate expansion into the smart TV market, with plans to expand globally over the next few years. The service will first focus on Southeast Asian markets such as Malaysia, Singapore and the Philippines, before expanding to North America, Europe and the Middle East. Built on Toonz’s vast catalogue of over 25 years of animation production, MyToonz offers a curated selection of kids’ content 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 Era for Complimentary Streaming TV
The launch of MyToonz represents a notable change in how content creators are handling distribution in an ever more fragmented media landscape. As traditional television viewing habits keep declining, especially among younger audiences, ad-supported streaming platforms at no cost—known as FAST channels—have become a vital alternative for reaching families and children. Toonz’s decision to pivot towards this model demonstrates broader industry recognition that FAST platforms offer a sustainable pathway for generating revenue from content whilst preserving accessibility. By partnering 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 guaranteeing its programming reaches audiences 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 working relationship with Amagi, a streaming technology provider preferred by broadcasters and operators in numerous markets, underscores Toonz’s commitment to creating platforms equipped to handle large-scale operations. For LG India, the introduction of MyToonz strengthens its existing free-to-air channel portfolio, cementing the manufacturer’s position as a provider of quality entertainment without subscription costs. This partnership illustrates how traditional content producers and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz draws from two and a half decades of animation expertise and production experience
- Service extends across internationally produced properties and Indian programming
- Toonz creates over 10,000 minutes of material each year in Thiruvananthapuram
- FAST model removes paywall restrictions whilst enabling advertising-based revenue models
Drawing on Three Decades of Animated Content Leadership
MyToonz’s launch is underpinned by Toonz Media Group’s impressive history in animated content creation, extending across more than 25 years of creative innovation at its Thiruvananthapuram headquarters in Kerala. The studio’s prolific output—upwards of 10,000 minutes of exclusive material annually—marks it as one of India’s leading animation studios. This robust infrastructure and creative expertise afford MyToonz with a considerable market advantage, securing the channel debuts with a curated library of programming rather than settling for limited or standard programming options.
The range of Toonz’s content collection allows MyToonz to serve varied audience needs and age groups within the children’s media segment. Rather than starting with a narrow selection, the channel draws on years of built-up IP assets and production knowledge. This foundation enables Toonz to stock MyToonz with varied, quality-assured content from the outset, whilst simultaneously creating original programming to ensure the platform remains current and appealing for audiences. The company’s proven ability to manage major production undertakings enhances its ability to maintain the FAST channel for the foreseeable future.
A Comprehensive Content Library
MyToonz’s broadcast selection showcases Toonz’s dual focus on both worldwide produced properties and characteristically Indian storytelling heritage. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” encompassing animated adaptations of classic Indian narratives combined with modern children’s programming. This well-rounded selection resonates with families searching for culturally resonant content whilst maintaining exposure to worldwide known intellectual properties, positioning MyToonz as a genuinely inclusive platform.
Key Alliances Powering Worldwide Growth
Toonz Media Group’s expansion strategy relies heavily on strategic partnerships with proven tech and delivery networks. The collaboration with Amagi, a major technology supplier for FAST channels, supplies the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is already deployed by media companies and streaming services in many regions worldwide, delivering demonstrated experience in managing large-scale streaming operations. This partnership enables Toonz to focus on content creation whilst leveraging battle-tested infrastructure built expressly for ongoing ad-supported streaming ventures. The arrangement exemplifies how production companies can accelerate global distribution by working alongside focused infrastructure specialists rather than building proprietary systems from scratch.
The partnership with LG Electronics forms another key pillar of MyToonz’s distribution model. By obtaining 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 existing portfolio of free channels establishes an mature platform where MyToonz can flourish, whilst the company benefits from LG’s hardware reach and brand credibility. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, similar partnerships with regional smart TV manufacturers and content platforms will become vital to recreating 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 serves as the operational core infrastructure of MyToonz, overseeing content delivery, scheduling, and advertising integration across the FAST channel. The infrastructure is purpose-built to support IP-based distribution networks, which Amagi recognises as essential for establishing sustainable, ad-supported streaming businesses. By utilising 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 channel resources toward content creation and strategic partnerships rather than technical infrastructure, expediting its global expansion timeline considerably.
Revolutionising Kids’ Content Distribution
MyToonz constitutes a significant shift in how children’s content reaches audiences across India and beyond. Rather than banking only on traditional linear broadcasting or subscription-based streaming models, Toonz is harnessing the FAST format to broaden availability of high-quality animated content. This approach reflects the evolving viewing preferences of modern families, where easy access, convenience, and free content have risen to prominence. By placing MyToonz on LG smart TVs, the company eliminates friction points that commonly impede content discovery, allowing children and families to stumble upon compelling content without navigating complex app ecosystems or financial obstacles.
Viswanath Rao’s statement that “content creators must adapt to them” highlights Toonz’s understanding of fundamental market evolution. The FAST channel model permits the studio to monetise its vast library via ads whilst providing households high-quality content at no cost. This two-stream revenue model stands apart from standard paid services, where gaining and keeping subscribers 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 long-term profitability. The launch signals the company’s goal to establish itself as a dominant force in children’s entertainment distribution rather than just a content producer.
- FAST channels remove subscription barriers whilst generating 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
