Similar. If I'm not excited about a tv show by the time the first set of credits is shown, then I'll only watch the rest of the pilot if my friends have assured me it's really good. And even then I won't watch more than the pilot if it doesn't speak to me. Maybe it will get better in the second season or whatever, but life is short and a tv series is a lot of time.

Books, I'm a bit more dogged about. It has to be pretty bad before I won't at least skim it before giving up. Partly this is because I'm a very fast reader and most books I can finish in a sitting or two.