iTunes content won't play - movies, TV shows

For some months now, I cannot play paid video content in iTunes. The content appears in my library, but when I attempt to play a movie or TV show, the video opens to a still frame but won't play. The control buttons are visible but the initial default is the pause button; when I press pause the play button appears but no video, only the still frame. I can fast forward to another part of the video but only to a still frame. Music plays fine, but not music videos, same issue as with movies. This is happening on a Windows 10 computer. The PC has no issues streaming video on other platforms such as Amazon, nor is the internet connection problematic. By way of comparison, I am able to play iTunes content just fine on my iPhone and iPad. I tried the following troubleshooting steps: 1) uninstalled and re-installed iTunes; 2) de-authorize and re-authorize the PC; 3) removing all iTunes related programs and re-installing; 4) performed Windows restore to an earlier period. No joy. One observation made is when I try to play a movie or TV show, a purple or green color screen first appears before the still frame pops in. Nothing helped and I let it go for awhile but now I am re-engaging the issue and really want it fixed. My guess is a Windows update caused it but I can't be sure. Has anyone else experienced this issue and resolved it?