I can't setup my first apple product -apple tv 4k

I bought my first apple product ie. My apple TV 4k.

I created apple ID and start setup. It's opened and when I try to download apps from apple store ie..free apps like YouTube etc the system showing 'No itunes store account: before using this apple ID on your apple tv u must first login to an iOS device, MAC or PC to create an itune Store Account.

Then I download the iTunes for PC and opened it went out 'account' and then sign in. After that I all my personal informations with my UPI ID for payment. After that I press the continue button. Then a red box appears saying that"For assistants contact itune support www.apple.com/support/itunes/ww/.

When I call apple support they don't know or didn't give me any support.

Pls note I don't have any other apple device.

Can any one help me