DVD drive will not read discs since install of W7

I have a Lite-On SOHW 1693S, the drive has always worked perfectly on Windows XP. Yesterday I put on Windows 7 Ultimate, 64 bit, and it picked up the drive and even said its name and everything and installed it, said it was ready to use.

Though this is not the case, the second a disk in it tries to read for about 5 seconds and then doesn't bother, if i right click the drive in explorer it will hang until i eject the disk. I can't view a single file on the disks and no auto run pops up. So basically it's not working.

I've got the vary latest firmware for this drive, straight off the Lite-On website. Also I have already checked Regedit and there is no registry setting of Upper and Lower filters for me even to remove. It's never been there.

The drive cable and power definately works and is sufficient, as it worked on XP 10 hours ago and has done for a long time. It's the only drive plugged in and has the jumper set to master.

I've installed all the right chipset software and ATK drivers and what not.

What else is there to do? I really need this disk drive to work otherwise my new games can't even be used.

Thanks.

Hi
First test your drive to ensure hardware or software problem
Try to boot your system with a Windows Installation CD or DVD.
If you can boot your system with CD or DVD T you have software problem.
Otherwise you have hardware problem.
Good luck.