light keeps blinking but apple tv device does not go to settings

What is your model Apple TV? Identify your Apple TV model - Apple Support

A continuously flashing status light usually indicates a need to restore its system software. How to do that, depends on the model.

Thanks. Please see: Restore your Apple TV - Apple Support

- Note that the unit will have to be powered at the right moment.

- Note that the USB cable will need to support data transfer.