My first two thoughts after reading your post: 1) the hour of TV watching just before bed is amping him up, making it hard to fall asleep, and 2) you don't say what time his bedtime is but it seems like he's staying up too late. There is a natural time when the body is tired and wants to fall asleep, and if pushed past that there is a chemical released to keep the body up, and it becomes even more impossible to fall asleep. I know it's hard for working parents, you want to spend time with your son when you can, but a boy his age needs between 11 and 14 hours of sleep. If he's getting up at 6:10, he should be in bed by 7 at the latest. Starting a calming routine in place of the TV and 20 minutes before you want him in bed could help a lot -- it could still be play, but quiet things like puzzles, plus reading and singing, bathing and brushing teeth, would be great quality time for you and help to ease him into readiness to sleep. You can't reason with him, he's only 3 and he wants what he wants. You just have to change the routine and tell him the new schedule. And be patient, changes like this could take up to two weeks to make the big difference you want, this is not something that will change over night. Good luck!