And when it comes to films, the 43-year-old feels that the audiences wish to watch a "new story".
"But when you talk about movies people want to see different things. They (people) want to talk about acting, background music editing...they talk on these terms now and they want to see a new story. But when it comes to TV, somehow it's different," said the "Pardes" fame actor, who was last seen on the big screen in "Lakeer" (2004).
Asked why chose to be away from the big screen, Apurva said: "I am very choosy, I could have done a lot of stuff but I would not have been happy doing it, though the money was decent. I get offers on TV, but my first instinct is to say no to work somehow."
"But you will never see me doing just anything...I like my space and do things my way," he added.
Apurva will soon be seen on the small screen with his wife Shilpa Saklani in a couple-based reality show "Power Couple", which will go on air on Saturday.
Would he like to do a daily show with Shilpa?
"Of course, I would love to. Provided it is good, it needs to have logical and rational approach. They have to give us a show, which is good and concrete," Apurva said.
The Sony Entertainment Television channel show will also see celebrity couples like Aamir Ali-Sanjeeda Sheikh, Delnaaz Irani-Percy Karkaria and Ashmit Patel-Mehak Chahal taking physical and mental tasks for testing their compatibility.
The show was launched here and will be co-hosted by star couple Arbaaz Khan and Malaika Arora Khan.