I have a couple of questions about the upcoming TV App...
1) Is there a list of what TV Everywhere apps are supported?
I can tell you what's installed on my ATV that are connected to the TV app:
ABC, Animal Planet Go, Apple Music, CBS, CW Seed, Discovery Go, HBO Now, History, Hulu, SCI Go, Showtime, Starz, The CW. There are undoubtedly others, but those are just what I currently have installed. More and more apps will support the TV app soon since all of those companies want eyes on their commercials.
2) I would prefer not to see iTunes content mixed in on the Watch Now screen with the "free" items from networks, Hulu, things I'm already paying for, etc... can this be excluded?
What iTunes content are you concerned about? On the Watch Now screen I see video content that is available in apps that I have installed, as well as items I have purchased from the iTunes Store. For example, in the Movie Spotlight section I see "The Hateful Eight." When I select that movie I see it is available to watch on Showtime and from the iTunes Store. So I can go directly to the Showtime app if I want.
Yes, Apple wants us to use the iTunes Store, but it is not in your face on the Watch Now screen.