I am a new subscriber to Apple TV and am not finding many programs available at no cost. I checked on my IPad, Vizio smart tv, and my fire stick and am very limited to the choices I have and most of them if not all are Apple programs.

These describe what is included in an Apple TV+ subscription:

About Apple TV+ - Apple

Apple Originals - Apple TV+ Press

List of Apple TV+ original programming (episodic/series) - Wikipedia

List of Apple TV+ original films - Wikipedia

You may find all of this catalog under the tv+ tab.

The in-app channels require their own subscriptions, as started in the Apple TV app. It is not exchangeable with subscriptions of the same name as started in other apps or with the content provider directly. Subscribe to Apple TV channels in the Apple TV app - Apple Support. If you want to use the Apple TV app channels, then you may want to unsubscribe for the other subscriptions of the same name (or vise versa).

Matching movies and TV shows may also be available to buy from the iTunes Store. The Apple TV app may suggest that as a possible viewing option. For content available from multiple content providers, you have a selection choice for this under the How to Watch header on the Details page for any of the shows, in case you want to switch from what is presented as default.

appletv+ does not include all the third party material apple host in their itunes store only the appletv+ apple originals with stuff produced by apple, I have no idea how it's displayed on your smarttv but on my ipad there is a section called originals the appletv+ stuff is in that section.