Did you try putting the throttle on the WOT position for 5 seconds, then moving it back to the IDLE (off) position? Maybe your throttle channel is reversed, and you are actually moving to OFF for a few seconds then back to FULL.
Is your ESC plugged into the THRottle socket of the receiver (not the BATTery socket)? Is the polarity of the ESC / receiver connection correct? (Not the power, the 3-pin plug)


By the way, remove the propeller from your motor while you are playing with the ESC programming. No sense in allowing your plane to zoom across the room when you finally get it to work.