I admit I'm biased against television (even though yes, I watched it as a kid, too), but I think the solution is for parents to kill their TVs and spend that time with their children instead. This might not be direct one-on-one time, but even just reading or discussing the day's news in the same room as the child will develop her or his interest in books and stimulating conversation. Asking for the child's input, what they're reading lately, how's Harry Potter doing, doing little geography contests on where a country is that was in the news... making learning a part of the daily family environment, even just over dinner or something.
This kind of conscious quality-time is what cultivates a positive attitude toward school, I think... but I think a lot of parents get tired of even making themselves think about daily events, let alone stimulating their kids to do so. I think both parents have to be very committed to raising their children this way, otherwise it won't work. Whether they grow up to be Einsteins or Monets or regular Joes isn't the point... but if a kid feels loved and nurtured as well as mentally stimulated and respected for their opinions, then I think they can't help but find more intrinsic value in school.
Also send the kids outside to play in the woods and discover their own scientific experiments. I know that not everyone has the same opportunities or even the same results, but for me, growing up on a couple of acres of wood and pastureland instilled a great sense of exploration and intrigue with the natural world. I am SOO glad my parents kicked me out of the house and off the Nintendo to "go play outside!"
