Restarting is quick and easy (menu and down for 6 secs on TV, or unplug power).
Not normal but not unheard of for there to be times when access to the store is problematic - rare in my experience.
Playing from the cloud is all very well, but less robust than playing from an itunes library on a local computer. If you download the TVShows to there they would be available without using internet bandwidth but the computer has to be on with iTunes running.
Had the same issue and did the reset using the remote. After the restart was able to access the store and play a tv program that is in the cloud. Thanks for the tip.