ATV 3 HDCP error

Bought a new Apple TV 3 a week ago, trying to connect it directly into a Samsung tv (model le32b450c4w) and keep getting the HDCP error. I've tried several different HDMI cables in all 3 of the tv's HDMI ports but cannot get movies to play. Have even gone back to the apple shop to get an apple HDMI cable - but no luck.

I returned the Apple TV today for a new one (& new apple HDMI cable) today but this one is not working either. I've done a full reset which forced the software update but still nothing.

It doesn't play movies over AirPlay either.

Is it an issue with the Samsung TV? It's not an Internet ready model so I've no idea how to do an update on the Samsung TV if that's what's needed.. Help please!

Thanks