First I'll say something like, "I know you want to watch more TV but it's time to do something else in your room...play fire trucks, paint, etc." I'll also tell him "Stop hitting me. Hitting hurts."
Sometimes he'll stop and we'll engage in another activity or hug, but sometimes he continues to hit. I get down on his level and put my arms around him and hold his arms gently. I ask him to please calm his body, ask him if he needs a hug, tell him that I know he's angry. Often this will lead to gentle sobbing, we hug, and then I empathize with why he's angry. Then, I try to remind him what we're going to do instead, that it's okay to be angry, but it's not okay to hit.
Does anyone have any other suggestions. I just want to make sure I'm not handling this in a way that disconnects us, but sometimes I feel like I'm spinning in circles because he hits almost daily in frustration.
Thanks in advance for feedback,