Yes, I'm reading it. I've never watched it on TV or DVD. I started reading it in June (?) and am now about halfway through the 5th novel. Each one runs right about 1000 pages, apparently regardless of book format (I have Book 4 in small paperback and Book 5 in supersize / trade paperback, and both clock in at something north of 1000 pages).
Needless to say, I'm an avid reader.
Also needless to say, it was a shock to my system when I was finishing up the 4th book, bought the 5th, and *then* found out that there will be 2 more books before this saga wraps up. They've all been really good reads, and Martin weaves a very complex and entertaining tale. I simply didn't realize that I was committing to *not* reading anything else until I get through this. The writing is compelling, and the characters are as good as (e.g.) Tolstoy's - and just as numerous.