We had very similar issues with DS although he is a year or so older than your DS. He didn't watch much TV at all (as in nearly none) until he was almost 2 but by the time he was 3 it was pretty regular. It just crept into the day more and more to the point that he was doing the same on waking and not getting ready in a reasonable time frame for daycare etc and having MASSIVE meltdowns when the TV was turned off to a) get ready and b) leave the house. We only had a couple of meltdowns and I made fast changes. Told him ahead of time there would be no more TV in the mornings before daycare, only on weekends. It was tough the first morning and then ok after that. We found that he then asked for it less on arriving home too. Before that he used to get in the car from daycare and immediately ask if he could finish watching whatever show he was watching that morning ()

We don't have hard and fast rules about TV (except that one about nil in the mornings) because I don't want to overly restrict it. Now DS is back to going for days on end or even over a week between requests for TV and then sometimes he will watch hours at a time for a day or two. Other times he only watches a little and then asks for the TV to be turned off

You know your son best but perhaps start with not turning TV on before a certain time or task chain has been finished (9am, or when he's had breakfast, gotten dressed and brushed teeth, or for that first b'feed). An alternative to TV while you b'feed is to have a basket (or two) of special toys that you know will be interesting etc that only appears while you are feeding and goes away afterwards. You may need to rotate what is in the basket over time and this might only work for one feed a day but it might help to tip the balance on those TV scales.