I have had friends go through the same thing. The alarm clock thing seems to work for some. I use a digital clock anytime I want my kid to stay in his room and come out at a specific time (quiet time I do it, too) and he thinks it's fun. He likes staring and waiting till he sees the time he needs to be free.

Here are some ideas about the clock that might be worth a try. http://www.yourmodernfamily.com/kids-waking-up-too-early/ It's at least worth a shot. You never know what will work.

And he's not still napping, is he?

I would personally be wary about letting him watch tv...at least my kid would think that's a reward and would WANT to wake up early just so he could watch as much tv as he wants.

Good luck! There is always something the kids are doing that makes sleep seem impossible.