ATV not able to access iTunes store

Apple TV gets stuck at "accessing iTunes store" when I try to buy anything. I tried to sign out and sign back in, and same issue. (Apple Tv shows the userid logged in even though it never seems to complete the login.) I'm running 3.0.2 software, my iTunes version is current and no problem for me to access the store through iTunes on the iMac no problem.

I can still back out of the spinning circle to the ATV menu, and I can access all previews without issue.

with hard power cycle of the ATV it will access iTunes store once then it gets stuck on the next purchase.

Any help would be appreciated.