My sister is a reading specialist for a public school system. She has two career related masters degrees and has been nominated for teacher of the year. She used to teach grade school before becoming a reading specialist... obviously, she is passionate about reading!
When I was a kid, I loved being paid to read and to memorize poems, but I was actually as stubborn THEN as I am now. I don't do something unless I want to. I think that the biggest reason my sister and I both grew up to love reading is because we saw our parents enjoyed it, and they shared that love with us by reading stories. Almost like yesterday... I remember eating mom's speghetti as she read to us from a "Little House" book, and snuggling down in bed while Dad read us Tom Sawyer or Huck Finn
Reading was always something that was a pleasure, not a chore. Even some of the most fun family kid games were based in books... I would pretend to be Peter Rabbit and my mom was Farmer Grager (sp?). She'd catch me and try to make a stew while I tried to escape -- trust me, it was fun
Lots of people kind of pat themselves on the back that they would rather read than watch TV. I also prefer reading, but when I am brain deap into tales from Janet Evanovich, Stephen King, Molly Harper, Dean Koontz, Charlaine Harris, ETC. ... Really, I am deep in the fluff and LOVING every minute.
It's cool, too, with doing the audio books. H would say he does not like to read, but I listen to a book each night before bed. I have a charing station on my night side table and listen through those speakers, and H listens, too. If I've gone further (commute) than he has, he will ask me what has happened and always has a few things to say about the characters / storyline each night. He loves, it, too.
If I had to pick TV or books, hands down -- BOOKS! But not with my nose in the air! I cannot say my choice in fiction is any higher brow than most of what's on TV. It's just more fun