What's the TV policy at your home in general?
If you're otherwise restricting screen time, but when he's crying you make an exception, you might have accidentally incentived him to cry... which isn't to say that he's doing it intentionally... Just that a real comfortable pattern has been established.
Everyone has a parenting scheme, so take anything you hear with a grain of salt...
But, I think it'd maybe be worth considering just cutting TV entirety for a little while? See how it goes? Probably a rough few days but you'll both find a new normal. If you're digging the new normal, keep it up. If not, go back.