C.G.
Hi J.--
I really recommend the book Born To Buy by Juliet B. Schor. It is about marketing to children and was a real eye-opener to me. Regardless of what you decide to do about the TV watching (it looks like you've gotten plenty of advice and opinions so I won't add mine here) I think you would find it helpful in making decisions about how and what he watches, I know it has helped me decide what my daughter will watch when she is older.
Good luck,
C. :-)