NEW YORK (CNN/Money) - This year's prime time season is riddled with reality television shows, 10 more hours on the broadcast networks than last fall, but the bubble may be bursting for unscripted TV, according to an industry report.

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There have been several failed and borderline reality entries this season, and even NBC's "The Apprentice" has fallen off in ratings, wrote Steve Sternberg, director of audience analysis at MAGNA Global USA. MAGNA is an agency-owned production company that creates original programming for television.

Conventional, scripted series have been more successful and even replaced reality TV, with 10 more scripted hours on networks' schedules, wrote Sternberg.

While reality television has been a great advertising and product placement vehicle, he noted that its decline is very similar to that experienced by comedies, dramas and news magazine programs.

"Programming trends tend to run in cycles, as the networks program content that works until it becomes overly saturated," Sternberg wrote.