LOS ANGELES, California (Hollywood Reporter) -- The big chill that blew through reality TV this summer is starting to look like a deep freeze.Nearly every returning entry in the once white-hot genre is either flat or down among the broadcasters in primetime. Even unscripted's most reliable war horse, CBS' "Survivor," is flagging, down 19 percent in the coveted adults 18-49 demographic in the first three weeks of the year versus either the same period last year or the entire run.Meanwhile, the few new unscripted entries on the schedule, including NBC's "Three Wishes," are finding little traction with viewers. Although no one is prepared to write the genre's obituary any time soon, the downturn reflects the advancing age of many franchises and the shortage of up-and-coming properties to replace them."I think what's happened is we are at a maturing phase for reality programming," said Preston Beckman, executive VP strategic program planning at Fox. "It used to be you could put on any reality show and get a rating. That's not the case anymore.""I've frequently said that fall is a bad time to launch reality programming," Andrea Wong, executive VP alternative programming, specials and late-night at ABC, said via e-mail. "The audience has a real hunger to check out the new dramas and comedies this time of year, so we elected to not launch any new shows."The downturn is a continuation of a trend that seized the summer, when the overwhelming majority of new reality series flopped. Broadcasters then could at least point to ABC's "Dancing With the Stars" as proof the genre still has gas in its tank, but no such exceptions are evident right now.Broadcast's diminished faith in reality for the fall was borne out before the season even started; only two new series -- both from NBC -- were scheduled, six fewer than there were last year. There are 14 total hours of reality TV in the fall, down from 23 in fall 2004.That likely stemmed in part from the tepid reception they met last year, particularly at Fox, which saw a reality-heavy schedule falter. This season, only one reality series is on Fox, "Nanny 911," and it was added only after a scripted series, "Head Cases," was canceled."Fortunately for us, we didn't feel we needed to go overboard like we did last year on short-order unscripted shows," Beckman said. "Nanny 911" is the only reality show currently on Fox's schedule. What few new reality shows are out there are feeling the pain. The most high-profile of the additions, "The Apprentice: Martha Stewart," has performed well below expectations, averaging 6.5 million total viewers and a 2.3 rating/6 share in the adults 18-49 demographic. Its third airing was bumped from 8 p.m. to 9 p.m. Wednesday, where any growth prospects were dashed now that it moved from relatively weak competition to ABC juggernaut "Lost."Perhaps even more worrisome to NBC is the continued decline of the original "Apprentice," which has plummeted 41 percent season-to-date in 18-49 in its 9 p.m. Thursday slot. Another returning reality series that launched strong last year, "The Biggest Loser," is down 23 percent by the same measure.Not even mighty ABC is immune from the mass downturn: "Wife Swap" fell 39 percent in 18-49 over its first three weeks, even as it finds itself in a less competitive time slot this season, moving to 8 p.m. Mondays from 10 p.m. Wednesdays, where it held its own against "Law & Order."What the slump means for the well-stocked reserves each broadcaster has for unscripted series is an open question. Veterans like ABC's "The Bachelor" and WB's "Beauty and the Geek" are expected back, and new properties like NBC's "Treasure Hunters" and ABC's "Miracle Makers" will be put to the test."By midseason, I think viewers will be hungry for the return of 'Stars' and 'Bachelor,' " ABC's Wong said. "Both shows, with their romance and glitter, are the perfect antidote to cold, snowy January."Shari Anne Brill, VP and director of programming at Carat USA, feels reality TV is falling into the predicament that befell comedy: Shows that depart from the conventions of the genre, like UPN's "Everybody Hates Chris," will succeed. "With the right idea, something that is a little different from the norm will take hold," Brill said.Copyright 2005 Reuters. All rights reserved.This material may not be published, broadcast, rewritten, or redistributed.