TOI article about 10:30pm slot

One of the biggest shows on Indian television, Kyunki Saas Bhi Kabhi Bahu Thi, aired at 10.30 pm, but some makers feel this time slot is losing its sheen. Says Shashant Shah, director of Ek Duje Ke Vaaste who earlier also directed Dahleez, "This used to be a great time slot many years ago, but not anymore. And airing a show with a relatively newer concept in this time slot is not a good idea because people in many households across the nation have slept by this time. Ratings come from smaller towns." Rohit adds, "Also, when Dahleez launched in March, exams were on. We don't realise that in these times, people in cities don't even switch on television.