Itouch 4th gen won't play digital copy of movie

I downloaded my first digital copy of a movie, following the instructions and using the serial number provided. It shows in my library, and I can watch on itunes. I then transferred it to my itouch, and it appears on my playlist, but when I try to play it, it says it's an "unsupported format".
I've been trying to find a solution, and 'help' advised to "create a ipod or iphone version" in itunes (through 'Advanced'), but this option is greyed out.
I'd appreciate any help and advice that anyone can provide to sort this out.
Thanks!

Hello cj pup,
And welcome to Apple Discussions!
Does the movie still play alright in iTunes? What format is it in? Have you double checked to make sure it wasn't in HD instead of SD?
If the video is in High Definition, check to see if it came with a Standard Definition copy as well and if it did, go ahead and sync that one to your iPod. Otherwise, I'm afraid there isn't much else you can do.
B-rock

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