After Factory Restore... <----

Just make sure your apple tv is authroized with you itunes account and then it should sync all your purchased content just fine.

Welcome to the  Discussion Forums.

Content purchased on the tv should get transferred back to itunes and added to its library, some time after the purchase.

One thing that the others did not mention is that if you did not ever sync your ATV with Itunes before you reset it, you will not get your purchased content at all. I had a friend that did this thinking that it would just download from the Apple servers again, but this is not the case.