There are a few things that I have found very helpful.
First, turn the TV off and read. Showing your kids that you are reading is the best way to model. Even if you don't like to read, do it. Second, read with your kids every night in bed - every single night, except maybe Friday and or Saturday. Having him read and page and then you read a page really works well. Then sitting in bed for for a few minutes in bed while you each read seperately.
Finally and perhaps most importantly, find some things that your child likes to read. Find books that he picks out and then give him some choice.