Can you store your own videos on Apple TV?

So i've been researching around and i can't find a simple answer to this question(s). I have loads of DVD Rips/ BluRay Rips that I have converted for apple TV (which i currently do not own) in my iTunes library. I have always converted for Apple TV's format as it is simply the first option on my Converting software. But the fact i can convert for appleTV confuses me about what i can and can't do with it.
Does Apple TV sync with iTunes like the iPad or iPhone? Can i only store iTunes Store purchases on the Apple TV drive (which would be typical of apple) or can I actually store these MPEG-4 which i have converted on it as well? Plus I know i can stream 720p Videos through Home Sharing and up to 1080p Videos through AirPlay, but this includes having to use my other devices (Mac, iPad etc.) and really defeats the object of me getting an apple tv because i have a 27 inch iMac and i might as well just watch them on that as its right next to my tv lol. Any help for this would be great!

Sadly you can't store a dvd in an apple tv. Sorry.

Sorry to break your heart you can't.

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