Get rid of the TV and the video games. Sooner or later they will start to read.
Well this was going on with the oldest girls. There were no video games, but there was tv. Now there's the computer, Xbox, and tv. My son is reading Hunter S. Thompson's "Hells Angels" for home studies. There are also the rare times he reads articles posted here that he finds interesting.
I've also noticed that my 9 yr old uses Nickelodeon online for the spelling games. She actually picks up a book and reads it, but I need to buy her new ones. It's just that they really don't seem to enjoy reading on a regular basis.