What's Happening to Zee TV/Timeslot TRPs?

Right now IPL IS a huge factor in the dropped ratings seen across the channels. But my observation is that 10:30 is a very tough time slot. People are at the end of their patience and have much less tolerance for nonsense by that time. It is a time slot where the story has to always always be attention grabbing. All show go through ups and downs in their story line and plots. Unfortunately at the 10:30 time slot when the story goes through a rough patch, recovery is much more difficult than in other time slots. BALH at one time touched 4. The TRPs took a downfall and ever since it has struggled to come back up. We were the channel leaders and the slot leaders for a long time but once our TRPs dipped we have struggled to come back up to where we were before. I am seeing the same trend with Veera now. So I think in this particular time slot once the show dips people completely lose interest when they have other shows to watch and pass their time. So, I will be interested to see if the new show can garner back the TRPs we once had, especially because we are transitioning and not starting a new show altogether.