very good question. This has troubled me also... I do not buy this segregation of Cinema as entertainment for men, and TV as entertainment for women. That is the justification for the way serials work nowadays.
Like Kim, I have also seen some excellent TV serials during pre-Ekta times. Why can't they happen again?
One of the reasons could be that Ekta made TV a big industry, a place where people could make money. The longer a serial ran, the more money for the actors.So it was in their interests to keep the show going for as long as they can... and to do that, they need lots of twists and turns.
In DD days, there were just a few actors, mostly people from theatre etc... but now, the field is wide open. It seems like lots of young men and women from 2nd tier, 3rd tier cities and small towns board buses and trains and come to Mumbai to try their luck in TV. and some of them do get lucky, and become very famous and make lots of money. And a small percentage of these actors then goes to Bollywood, like Prachi Desai or Rajeev Khandelwal. There too, if they strike it lucky, they get even more famous... To me, it seems like that's how things work now.
In all this race for money and fame and success, good stories, good writing, good acting naturally take a back seat I suppose...