Well, 3-4 hours of tv a day is a lot, there's no getting around that and personally I think too much for a 3 year old (others may disagree though).
The key thing from your post is to change the routine if possible, don't allow him to get up at 5.30am - put him down later and try and get him in a 7-7 routine or if he does wake up at 5.30 he needs to play with his toys in his cot/room alone before Mummy is ready to get up. Sounds harsh but he will soon shift to a later pattern once he realises there is no TV on in the mornings - he is probably waking up excited to watch his programmes....
My ds has become fixated with Postman Pat over the past couple of weeks and now demands it every morning, afternoon and evening. I hide the DVDs and just say later after dinner) cue tantrums and tears, but he soon accepts it and I get the lego out.
I know it's very hard entertaining them for 12 hours a day, we always go out every day, every morning, back home for lunch and nap and then afternoon (if I have the energy! If we don't go out, I find he won't sleep as well that night and spending all day in our small flat drives me (and him) mad....
If we don't go in the afternoon, he is now 'having to learn' to get bored by himself and not have the TV on, I will play with him for a while but have been reading on here about how important it is to let them entertain themselves and be happy in their own company.
One thing I have started doing is an hour long bath in the afternoon with stories and rotating toys so that kills some time. Help mummy tidy up, sit in the highchair with painting and flash cards, when the weather is better that will really help.
Good luck, the key is to just say no and eventually he will accept it and find other ways to entertain himself.....