How can I use a gift card with AppleTV?

Orange (the UK mobile phone company) have a promotion called 'Orange Thursday' or 'Orange FilmToGo' where they offer a free iTunes rental of a particular film each Thursday.  I can get this to work on my iPad, on my iPhone and on my Mac - but not, sadly, on my AppleTV (and the TV is where I like to watch films).
So my question is - how does one redeem an iTunes Gift Card on the AppleTV.  I'm using the original, Mac based, AppleTV - but I guess that this would be of equal interest to version 2 AppleTV owners.

To be honest I'm not sure you can do do that from the Apple TV, but if you can you'd need to redeem in iTunes prior to rental, so it may be just as easy to rent your movie in iTunes too, then transfer it to the Apple TV 1.
Transferring Rentals

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