I prefer to have it DS does watch TV but also happily ignores it to play on his own or with DH / me. The neighbours daughter had absolutely no TV until recently (she is 3) and every time she is at a house with TV she is completely absorbed in that and not interested in playing.

I guess it is the same (IMO) as junk food. Too much is bad for you but having none at all can make you prone to binging when you do get the chance to have it / watch it. If it is included in a normal existence then it isn't that exciting when you see it somewhere else and you are more likely to ignore it.