Ratings for Sunday night's debut of the sixth installment of The Apprentice were terrible. There were 600,000 fewer viewers than last year, though there was a slight increase in the coveted 18- to 49-year-old demographic, Reuters says, citing data from Nielsen Media Research.

This underscores the declining popularity of the show and the risks of reality television. Unlike scripted shows, producers usually can't count on a big payday in the syndication market. Does anyone really want to see Joe Millionaire again?

The Apprentice wasn't supposed to be a star vehicle for Donald Trump. It just worked out that way much to the delight of NBC and its corporate masters at the General Electric Co. (NYSE:GE). Efforts to expand the show with Martha Stewart were a dismal failure, so everyone is stuck with the Donald. He quite simply has worn out his welcome atop the pop culture zeitgeist. The fight he's had with Rosie O'Donnell hasn't helped the show's ratings either

Trump was the only thing that NBC had going for a while but that's no longer the case thanks to hits like The Office and Deal or No Deal. It's now theoretically possible for NBC head Jeff Zucker and NBC Universal CEO Robert Wright to summon the chairman of Trump Entertainment Resorts Inc. (Nasdaq:TRMP) to their board room and you know...