I want to restore my 3rd gen apple tv using itunes

Please help me folks!
I'm trying to restore my 3rd gen apple tv through itunes as I can't do it through the apple tv itself. I have followed the instructions to the letter; 1) open itunes 2) plug micro USB cable in to back of apple tv box and connect to laptop using USB port 3) connect apple tv box to power source.
Did that! However, my apple tv device DID NOT SHOW UP in my itunes at all. So now I am stuck with a 3rd gen apple tv device that won't let me restart it using the remote OR using itunes.
Suggestions please. Don't fancy spending over £100 on another one.
Kind regards

Sometimes if iTunes doesn't see a device for me, whether my iPhone or iPad, a simple restart of my Mac is usually enough to get it working. I wonder some of the same tips that Apple lists for iOS devices not being recognized by iTunes would work for Apple TV as well.
Mac: iOS: Device not recognized in iTunes for OS X
WIndows: iOS: Device not recognized in iTunes for Windows

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Hi.at first sorry for my bad english language.i have mac book pro with two os(win7 and mac10.9.3)when i want to restore my iPad air in mac os iTunes error 17 but in win7 easily restore!why?

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http://support.apple.com/kb/ts3694
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Related errors: 17, 1004, 1013, 1638, 3014, 3194, 3000, 3002, 3004, 3013, 3014, 3015, 3194, or 3200. These alerts refer to gs.apple.com, say "There was a problem downloading the software," or say the "device isn't eligible for the requested build."
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-Griff W.

I want to restore my 3rd gen apple tv using itunes

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