Though Tv serials are extremely slick and well produced, TV ads will ensure that people will read books, magazines. for popular serials, there will be at least 10-15 ads before any important event in the serial or episode. So the viewer has no choice but to waste his or her time watching the ads or miss the interesting event in the serial/episode if they go to do some other work
While reading there are almost no interruptions which cannot be controlled, so busy people will prefer to read books, magazines, newspapers which allow better control over their time.