The other girls have given some great suggestions. I was also going to suggest background noise. But if he sleeps in his cot for a little bit, maybe put a cd on of a heartbeat or oceans etc anything to drown out the noise. Also try deep breathing when you are holding him to your chest, will help him slow his breathing and relax him.

The rocking chair was my best friend around the same age with DS, could you perhaps take your other son into the room with you and set him up on the floor with some activies so he is at least away from the tv? It might not be as quiet in the room but it doesnt seem like total quiet is working for you bub anyway.

GL and try to remember one day you get through is another day closer to him growing out of it