Why cant I transfer GoPro videos from itunes to my Ipad 4? Can anyone help?

Am trying to send videos shot at 1080p 30fps MP4, NTSC from my GoPro through itunes but itunes keeps telling me that my Ipad wont be able to play it back so it doesnt trasfer them. Though I know the iPad is capable of playing the video back! Whats happening? o.O

Btw am using the new itunes version!