Apple TV + iTunes Match is an absolut winning team when it comes to music usability.
If you want TV Shows and Films and don't have your whole TV Show and Film portfolio in iTunes you need another solution if you don't want to ripp/render your whole portfolio into iTunes which could be a pain in the a**.
Besides that you'll have to run a mac with itunes the whole time you use your Apple TV watching films or TV Shows. Depends on your setup but with my own setup running a desktop computer and a MacBook Pro that would not be a good solution.
So ATV Black will be your friend. Your don't really need Plex or XBMC cause with an Apple TV and the ATV Black Software you'll get a really nice Media Player which can play most standard video codecs for example from an extern Network Storage.
For the moment ATV Black needs you to jailbreak your Apple TV and use an tethered JB. But in the past this problem was always fixed after some month when people figure out how to do so. Whith an untethered JB you'll never notice your JB again, believe me.
Questions you should answer (yourself or us):
What to do? Music? Video/TV Shows? Both?
What is your focus?
What is your home hardware? Do you already have a Mac? Do you have a NAS?
What format is your media? iTunes Music already from what i can read? What is about film and TV Shows? DVD? Blueray? Other media files?
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