I am having issues setting up my appletv. I made the error of setting it up without having itunes on my computer. I can't get the remote to work, the light isn't on the box, and I can't get it to reset to factory default. I don't have a "-" key on my remote. I held the menu button down with every button on the remote without success.
Your Apple TV may have become paired with another remote. Hold the remote close to and pointed at the Apple TV, hold down the menu and Rewind buttons together for 6 seconds or until you see a broken chain icon on screen.