Have you AHCI enabled - if it has a intel chipset sometimes installing the Intel Matrix storage Manager can fix problems with a dvd/cd players but for this problem i don't know - if its listed on the site and not installed it could do no harm to try it.
http://downloadcenter.intel.com/Deta...17882&lang=eng
Has it only just recently occured if, so do a system restore back around it, this would put you in the
drivers seat so to speak for troubleshooting the problem if it reoccurs.
You could go into device manager and uninstall the
driver for the dvd/cd player, reboot and let windows find the
driver for it hence reinstalling the
driver - might fix the problem.
Go back to the site and choose a earlier OS's (eg xp or vista) you might find a firmware driver for it - and if it wont install normally, install the firmware in compatibilty mode for the OS concerned:
To install a driver/program/firmware in compatibility mode - right click the setup.exe file - click properties - click compatibility - check run in compatibility with vista,xp etc - check run as administrator - leave the rest blank. Start setup.exe and install.