Hello marsilia,
Thank you for using Apple Support Communities! I see that you're encountering a "No iTunes Store Account" error when trying to sign in to your Apple TV with your Apple ID. I would be happy to help point you towards a resolution.
Let's start by ensuring that you have signed in to the iTunes Store specifically with this Apple ID on a different device:
Sign in to the App Store and iTunes Store on your iPhone, iPad, iPod touch, Mac, PC, or Apple TV - Apple Support
If you have not previously signed in to the iTunes & App Store with this Apple ID, you may be asked to provide a payment method. As mentioned in How to create a new Apple ID, you may also need to verify your email address before you can use the Apple ID to sign in to the iTunes Store and other Apple Services:
Let us know what happens after trying those steps.
Cheers!