Apple TV is stuck in a loop to reset the system.

My screen is stuck giving me a loop of re-starting my Apple TV. It shows the remote and goes through 1, 2, 3 sequence highlighting the two buttons to hold down. I do and nothing happens. I have turned off the device for 30 seconds, turn it on, same thing. I have even disconnected the Apple tv completely from TV and it still shows the same screen. Help