Hi C.,
I've not had this problem, but I do have a boy. I agree that you should make smaller, daily goals. Don't punish him with no t.v. if he has an accident. This is something that he really can't help. As with most boys, he is just simply too busy playing to think about it. Continue to encourage him, but not make a big deal out of the accidents. If you encourage and praise him, then I'm sure he'll figure it out. I think boys just need extra time. My son used to be very bladder shy and didn't like having anyone in the bathroom with him. This was a problem when he first started school and there was no stall in the bathroom. So this might be something to think about too.
Good luck!