I was surprised to even see an ad for TV on apple.com. Apple has barely been marketing TV, this seemed like a big deal.
Then I looked closer. The top three apps are named iTunes Movies, iTunes TV Shows, and iTunes Match! Click the ad, and at the full site you see the names as they actually are on the TV: Movies, TV Shows, and Music.
I have two theories. The marketing department intentionally changed the names to more clearly call attention to iTunes, or the new TV was going to ship with the iTunes derived names until a very late date and it slipped into marketing department.
Either way, and interesting alternate universe view in the new TV.