MUMBAI: Spreading its wings across genres, the newest Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises stable - &TV is all set to experiment with the socio-mythological genre. The channel will soon be launching its first series in the genre titled Santoshi Maa.

According to information available with Indiantelevision.com, the show is being produced by Rashmi Sharma Telefilms, which is known for popular fictions series like Bhagyalakshmi (&TV), Swaragini and Sasuraal Simar Ka (Colors) and Saath Nibhaana Saathiya (Star Plus).

The channel has roped in veteran actress Aruna Irani, a popular face on &TV, for the show's promo, which aired on prime time on 28 September.

The promo features Irani as a successful superstar who has achieved fame, luxury and wealth, but is still seeking inner fulfillment and peace. The promo sees her delivering the line, "I have achieved everything in life but not satisfaction."

In recent years, Indian television has seen many mythological series dominating the prime time on Hindi GECs. Shows like Mahabharat, Santakmochan Mahabali Hanuman, Devo Ke Dev Mahadev and Surya Putra Karn are some of the shows that have managed to grab eyeballs on the small screen. What's more, given the popularity of the genre in India, last year also witnessed the launch of a separate channel - The Epic Channel, which airs original content in the Indian history, folklore and mythology space.

Santoshi Maa's launch date on &TV has not yet been revealed by the channel.