Toonz Launches OTT Platform, Hires Media Networks Head

Global kids and family entertainment company Toonz Media Group will venture deeper into the platform entertainment business its own OTT platform. Toonz has constituted a new SBU-Toonz Media Networks – with the aim of widening the scope of the company’s platform business.  

Apart from its YouTube ecosystem as well as television channels in Russia and LATAM, Toonz Media Networks SBU will supervise launch of new linear television channels in the fast-growing kids’ markets of Indonesia, Malaysia, Singapore and MENA (Middle East and North Africa).  

Toonz recently hired former Zee Entertainment chief operating officer Mukund Cairae to give strategic leadership to the new SBU, that seeks to expand to more territories in the next two years.  

“I think this is the right time for Toonz to focus more on platform entertainment,” says P. Jayakumar, chief executive officer, Toonz Media Group. “The content industry is booming around the world and demand for kids’ content, especially, is unprecedented. We have consolidated our position as a leading kids’ and family entertainment company in the last 20-plus years, with a diverse portfolio of businesses ranging from animation production to emerging technologies. So, venturing into the platform business space is a natural progression for Toonz.”  

Like the MyToonz OTT launch earlier this year, the television channels being established by the company will cater to the kids’ and family audience segment. With more than 1,000 hours of content in multiple genres ranging from preschool to tween as well as the family audience, Toonz will bank on its rich library to bring world-class shows and movies to families across the world via the mini screen. 

“The idea is to monetize Toonz’s content in various geographies across the globe, especially in the emerging markets, via our in-house content delivery platforms,” says Mukund Cairae, president, Toonz Media Networks. “Toonz will partner with telcos as well as digital platforms to launch channels in these geographies. This includes both linear and on-demand channels. For on-demand platform, we will start off with the Middle East market.”  

Mukund adds that apart from the market potential, each of these geographies have been identified based on the scope for revenue-capturing and effective content-repurposing, to make it relevant and adaptable to the local markets. As part of this, Toonz’s home-grown content will be dubbed into global languages like Bahasa Indonesia, Bahasa Maleyu, Arabic, Urdu, Thai, French and Swahili.  

Additionally, Toonz will be actively pursuing content partnerships in these regions to co-create premium content, including esports, to engage tweens and teens along with the kids’ audience category.