It occured to me the other night that strong female characters are common on TV. So why are they so hard to manage in prose?

Most shows I watch have believable, interesting women characters acting in believable ways, which often includes dishing it out to the bad guys.

They don't need to act like men. They act like ordinary women. They interact with other women. They do strange femalish things like dress up for dinner or worry about their kids, without thinking it might make them inferior.

So why they can't they in books?