Toonz Media Group, India’s top animation studio, has unveiled MyToonz, a dedicated free streaming channel now accessible via LG Smart TVs throughout India. The FAST channel—constructed using technology from streaming technology provider Amagi—marks the animation company’s deliberate expansion into the connected television market, with plans to expand globally over the next few years. The service will begin by targeting 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 major player in the fast-expanding FAST streaming sector.
A New Age for Free Streaming Television
The launch of MyToonz represents a significant shift in how creators of content 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 emerged as a essential option for reaching families and children. Toonz’s decision to pivot towards this model demonstrates wider sector acknowledgement that FAST platforms provide a viable route for generating revenue from content whilst preserving accessibility. By collaborating with LG Electronics, one of the world’s largest television manufacturers, Toonz has secured premium placement on millions of devices across Indian households, removing barriers to viewership and ensuring its programming reaches audiences without subscription friction.
Viswanath Rao, commenting for Toonz Media Group, emphasised that the channel serves as the company’s key initiative to changing audience preferences and the streaming technology transformation. The working relationship with Amagi, a content distribution specialist relied upon by broadcasters and operators in numerous markets, showcases Toonz’s focus on developing systems capable of supporting large-scale operations. For LG India, the launch of MyToonz strengthens its existing free-to-air channel portfolio, cementing the manufacturer’s standing as a source of premium content free of subscription fees. This partnership demonstrates how conventional broadcasters and hardware manufacturers are collaborating more frequently to build audience share in the FAST ecosystem.
- MyToonz leverages two and a half decades of animation production and expertise
- Service covers internationally produced properties and Indian programming
- Toonz creates in excess of 10,000 minutes of programming per year in Thiruvananthapuram
- FAST model bypasses paywall restrictions whilst facilitating advertising-based revenue models
Drawing on Three Decades of Animated Content Leadership
MyToonz’s introduction is backed by Toonz Media Group’s impressive history in animation development, covering a quarter-century of creative development at its Thiruvananthapuram base in Kerala. The studio’s extensive output—in excess of 10,000 minutes of bespoke programming annually—marks it as one of India’s premier animation studios. This existing framework and creative pedigree give MyToonz with a significant competitive edge, securing the channel debuts with a handpicked portfolio of material rather than relying on minimal or formulaic material choices.
The range of Toonz’s programming catalogue allows MyToonz to address diverse audience needs and age demographics within the kids’ entertainment segment. Rather than starting with limited programming, the channel benefits from years of established intellectual property and production knowledge. This base enables Toonz to stock MyToonz with diverse, vetted programming from day one, whilst at the same time creating fresh content to ensure the platform remains current and engaging for viewers. The organisation’s track record to handle major production undertakings strengthens its capability to maintain the FAST channel long-term.
A Broad Content Collection
MyToonz’s content portfolio reflects Toonz’s balanced emphasis on both globally created properties and uniquely Indian storytelling heritage. The channel presents titles like “Gummy Bear and Friends,” “Zoonicorn,” “Darwin & Newts,” “Tenali Raman,” and “Hanuman,” spanning animated versions of classic Indian narratives alongside modern children’s programming. This balanced mix appeals to families seeking culturally resonant content whilst maintaining familiarity with worldwide known intellectual properties, establishing MyToonz as a authentically inclusive platform.
Key Alliances Powering Global Ambitions
Toonz Media Group’s growth approach depends significantly on strategic partnerships with established technology and distribution platforms. The partnership with Amagi, a prominent platform specialist for FAST channels, delivers the core infrastructure needed to grow MyToonz into different territories and formats. Amagi’s platform is presently established by media companies and streaming services in dozens of countries, offering proven expertise in handling complex streaming deployments. This partnership enables Toonz to prioritise content development whilst drawing on battle-tested infrastructure created to support long-term advertising-funded streaming models. The arrangement demonstrates how media producers can enhance international reach by aligning with dedicated tech providers instead of developing custom platforms.
The partnership with LG Electronics represents another critical pillar of MyToonz’s distribution strategy. By gaining placement on LG’s smart TV platform across India, Toonz gains straightforward access to millions of households without requiring consumers to install extra apps or subscribe to separate services. This integrated distribution model substantially reduces barriers to discovery and adoption. LG’s present collection of free channels provides an developed environment where MyToonz can prosper, whilst the company gains from LG’s hardware reach and market standing. As Toonz expands into Southeast Asia, Europe, North America, and the Middle East, equivalent collaborations with local smart TV producers and digital distribution services will become vital to recreating this success across diverse markets.
| 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 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 designed to support IP-based distribution networks, which Amagi identifies as essential for building sustainable, ad-supported streaming businesses. By adopting Amagi’s proven platform rather than creating proprietary technology, Toonz can deploy 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, accelerating its global expansion timeline considerably.
Revolutionising Children’s Entertainment Distribution
MyToonz marks a major transformation in how kids’ entertainment reaches audiences across India and beyond. Rather than banking only on traditional TV schedules or paid streaming services, Toonz is utilising the free, ad-supported television format to democratise access to quality animated programming. This approach reflects the changing entertainment habits of contemporary households, where flexibility, accessibility, and cost-free entertainment have grown essential. By embedding MyToonz directly into LG smart TVs, the company removes barriers that commonly impede accessing programming, allowing children and families to discover engaging shows without struggling through multiple platforms or subscription costs.
Viswanath Rao’s statement that “content creators must evolve alongside them” highlights Toonz’s understanding of fundamental market evolution. The FAST channel model allows the studio to capitalise on its extensive library through advertising whilst delivering households high-quality content at no cost. This dual-revenue approach differs markedly from standard paid services, where gaining and keeping subscribers drive profitability. For Toonz, which produces over 10,000 minutes of content per year from its Thiruvananthapuram facility, the FAST model delivers an efficient distribution pathway that broadens audience exposure whilst maintaining economic viability. The launch demonstrates the company’s aspiration to position itself as a dominant force in children’s entertainment distribution rather than just a content producer.
- FAST channels eliminate subscription barriers whilst creating revenue through targeted advertising
- Direct smart TV integration delivers seamless access without requiring additional app downloads
- Ad-supported model allows Toonz to monetise comprehensive content libraries effectively
