Itunes is currently unavailable

My Apple TV 3 has been playing up for a few days, possibly since the latest update - not sure.
Basically, i can no longer play any purchased TV/movies or iTunes Match music via the Apple TV (still fine via my other Apple devices - Mac, iPad 2, iPhone 4S) and the following message appears, accompanied with a black screen and yellow triangle "iTunes is currently unavailable. Try again later."
I've searched the forms boards and found a bunch of possible solutions that haven't worked: reset and/or restart Apple TV, Sign out and back in to iTunes on both the Apple TV and my Mac, switched Dolby Digital from Auto, On and Off - nothing has worked.
Could this be an Apple server authentication issue? On purchased movies and TV, it's at the authentication stage that things seem to stop.
Any help/advice would be hugely appreciated. Right now, iTunes Match and Apple TV aren't doing the job I paid for.

Appreciate the response on this, and quickly too!
I'd be surprised if it's my network but I'm open to suggestions! I have tried all of the fixes you suggested in varying combinations and still no luck. The issue does seem to be an authorising one - certainly when it comes to TV/movies content. I did purchase the new X-men film via the Apple TV and seem to remember some comments underneath about needing iOS8 and the latest Apple TV update to run all of the features. I have the latest Apple TV update but I'm wondering, and I have no idea why this would be the case, whether buying that has messed something up somewhere in terms of how my Apple TV "talks" to iTunes?
I have tried reauthorising and reauthorising my Mac with my Apple account on it - didn't make a difference. Have restored my router and Apple TV to factory settings - no difference. Any other thoughts? I had read somewhere about hiding the purchase to fix things but I even tried that earlier and didn't help.
Headscratcher!

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