A friend of mine was talking to day about his 5 year old niece telling him they were going to change the channel to watch some cartoon she wanted to watch.
Would that be alright in your house? It wasn't in theirs. It wouldn't be in mine. That's disobedience and inappropriate behavior.
Me personally, I'd weigh up how much I'm interested in what I'm watching, versus cartoons. If it doesn't matter, then it would be cartoons. If it does then I'd try to accomplish both with two TV's or watching a repeat, or choosing equal entertainment... Then "sometimes you don't always get what you want in life".
And it's not automatically "disobedience"... like the person has become tool of your disposal that's not working properly. It's not a hyper critical moment. Lives are not destroyed. If it's the utmost important thing you're watching you would describe that vividly, and not "you're a disappointing object. learn that you're an object to do what you're told or get out." That's not how you treat a family member.
Cold showers something we did use in the 70's. And it's the hardcore clients we got who did not want to change their behavior.
The "shock to the system" approach is used by everyone, every creature, from all ages... when the warnings have gone unheeded, and they're completely fed up (whether they're right/wrong), including fist fights, and everything else including building war machines, armies.... A cold shower or a pinch to the skin is the mildest approach... I'm just describing these. This isn't my daily life.
In the WW2-Vietnam era there were a lot of "quick mental health" approaches that didn't involve drugs or shock tactics. (Vietnam and later Iraq introduced a lot of drugs). L Ron Hubbard based his entire religion off what he learnt in the Navy (WW2). The gist of being "of good mental health" in the navy according to him was about being in such a good, clear mood that you can accept orders and give orders, work effectively, not fatigued/exhausted, you're not triggered easily, good b.s. detector... If you contrast that with someone in a poor mood - always fatigued, joking, lying, everythings about sex, owning others, power... then that person's not so effective.
In either a good mood or bad mood, if the person doesn't want to do something you're creating retaliation...
"Celebrating a win" as positive reinforcement works only if the person thinks that's ok for them to celebrate that... or that creates resentment/retaliation as well.