Your apple tv is not authorized to play this content

I keep getting this error whenever I try to watch the movie I've rented on my Apple TV (1st gen).
"your apple tv is not authorized to play this content"
This is a rental directly on the ATV, no computer transfer involved.
So far I've rebooted the ATV, reset the ATV, rebooted my router (airport extreme) and my cable modem (Virgin media), removed and re-added my iTunes account on the ATV, checked the location is correct (UK), check all the ports are open and triple checked the internet connection (movie download and youtube work fine) and still no joy.
I've watched many many movies before without any troubles, 'til now that is. 
I've not changed anything on my network or ATV since the last movie I watched sucessfully.
I'm running software version 3.0.2 on the ATV.
Anyone have any ideas what else I could try to fix this?
Cheers
Neil

I just got the same thing. ATV2 was working fine last week. Now I can rent movies but now I can't  play them. Instead I get this ridiculous message YOUR APPLE TV IS NOT AUTHORIZED TO PLAY THIS CONTENT.
Have reset everything. Nothing works.
I bet the iTunes system is in the process of being upgraded to make ready for iPhone 4s and ios5 next week and the upgrades are screwing up Rentals.
I'll file for a credit for the unviewable movie. This is ridiculous. Just ridiculous.

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