I think probably the more they watch the more they want. It's pretty addictive to the kids actually, just like it can be for grownups. The more shows you watch on a regular basis, the more you want to watch the next episode.
I would play down TV's importance and don't give it leverage power. The more it's talked about as the thing she can't have or can't do unless this or that or whatever, it takes center stage which is the opposite of what you are trying to accomplish. Don't schedule her day around the program or video. If it fits in it fits in, if not it doesn't. Tell her starting today, whenever you're ready, tell her that sometimes there won't be video on but there will always be something fun to do and learn. Let your enthusiasm show so she feels it too.
My also spirited boy watches one 20-30 minute program maybe 5 days a week. He knows there are some days w/o a program. I LOVE Heather A's idea of Dessert Day, Craft Day, Movie Day... I think that's awesome! Kids love having a special thing on the calendar to look forward to. Heather I'm going to try that here too. Thanks for the idea!
F. is there something you can find that your daughter can feel excited about doing or discovering? Could it be some special type of art or craft that she can do on the kitchen table with an old tablecloth spread out? Or play doh? Some musical instruments especially for her age? Like a xylophone, a classic piano keyboard (child size), can you play nice music for her and see if she develops an ear and appreciation for music? Can you give her the beginner's Leap Frog? A collection of some kind, that's easy for her to make or obtain? A special box of crafts and toys and books just for using when you're making dinner? Maybe you can come up with better ideas.
Main thing is, don't talk about TV too much or make it sound so important anymore. Remember you set all the rules and the schedule for the house, and stay cool while she whines. She has no choice but to accept your rules. I understand how a spirited child can almost exhaust you! Just remember not to back down once you start your plan, because TV is an addiction and you're seeking to weaken its hold. I hope all the posts provide some ideas and comfort for you!