Dd2 is older but we have similar issues. I now unplug the tv and hide the remote at times. She knows now that tv doesn't go on until she is ready in the morning (they normally get 10 minutes before we go for a walk.) we also get tantrums over stories but i don't always have the to read either.

If she really wants tv we have to offer something we are really involved in to get her to give up on tv. Puzzles,sitting and drawing and a card memory game work with her.

The hardest thing is when you don't have the time to do one on one things but don't want the tv on either. I'm finding it's less stressful now to get her involved in what I'm trying to do, eg get the veggies out the fridge and wash them to within an inch of completely disintegrating while I'm preparing dinner. Helping set he table while cooking, handing me clothes or pegs putting out the washing, putting clothes in the washing machine, having a spray bitter with a tiny bit of water and a cloth to clean a surface (often the tv cabinet, tv is wall mounted) while I do cleaning

Good luck!

Also if you're prepared to tell white lies put on an infomercial channel or something really boring and tell him kids tv isn't on, we have done this in the past