I'm going to go with star trek, even though it has its camp moments it never looses sight of what makes it enjoyable, star wars, yes i love star wars too, but it did start to loose it at episode 6 (fucking ewoks) and then completely screwed the pooch in episodes 1-3 (not terrible movies, but not as good as the pedigree they came from)
Star trek gave us a lot of incredible moments, some bold and deep storylines on the nature of humanity, and yes campy moments, it made a balding, middle aged thespian sexy as hell. i find the characters richer, the universe deeper and more complex, i loved the shows, all of them, even ent and voyager, the performances from the actors were consistently good too, unlike star wars, with natalie portman's wooden emotions and hayden's inability to replicate anything resembling a character.
Star trek has been very good with it's writers too, which tends to happen with a television series where they can bring writers in and out.
now for the bulk, the franchise is immense and what they did on television was astounding
you had
Original, The next Generation, Deep Space 9, Voyager, Enterprise, movies like Star Trek: The motion Picture, Wrath of Kahn, Search for Spock, The Voyage Home, Final Frontier, the extremely topical Undiscovered country (which remains my second favorite next to wrath) Generations, First Contact, Insurrection, Nemesis and the reboot.
not to mention books penned by former series alumni like William Shatner and Jonathan Frakes.
besides all that, i just never found star wars all that deep thematically or in it's narrative, good was good, evil was evil and grey didn't actually exist because the characters were flat stereotypes