R.Y.
I have to admit that after working all day, all I want to do is watch TV too! That is a lot of structured activity for a little boy. How about setting up playdates with a classmate? (Unstructured playtime where TV and video games are not an option, that is.) We have a rule that TV isn't allowed for playdates since we can do that by ourselves.
As for wanting rewards, some kids are just wired that way. And when you think about it, many of the things adults do are also "consequence oriented" (I sure wouldn't go to my job without a weekly reward!). We use a sticker chart for rewards and that slows down the process and helps with delaying gratification. It takes 28 stickers to earn a toy.
How about letting him choose the activity? Maybe give him a choice of 3. It's a lot more motivating when you're doing something YOU want to do. Are his friends on a soccer team? Maybe that would be more fun for him.