You might try omitting the TV or moving it earlier in the routine, like before the bottle. Our bedtime wind down looked like this...watch a few minutes of Baby Einstein, clean up toys, go upstairs and brush teeth, put on pajamas in darkened room, bottle (when he used to get one), rock and sing to lullaby CD, put in crib. That's it. It takes a lot of repetition for the routine to kick in and start to send sleepy signals, so pick something and stick to it. Same goes with what happens after you put her in the crib. If she screams and won't have any of it, do PD, PU/PD, or pat/shh...whichever works, but don't take her back out of the crib to rock or do anything else. Keep at it...it will click eventually.
Does she fall asleep on her own for naps? What does her naptime routine look like?