Windows 7: Installing Windows 7, DVD not running

I have the motherboard (ASrock 970 Extreme3) booting and the BIOS comes up and everything. I set the boot priority to my LG gh24 dvd drive. Then when I save and restart everything it comes up and says: Reboot and Select proper Boot device or Insert Boot Media in selected Boot device and press a key_. I put the Windows 7 CD and press a button it pauses for a moment and then just repeats the previous message. Any idea what I'm doing wrong. I haven't done this in like 3 years so I don't remember having to do it previously. The BIOS is detecting the new hard drive. I went to the common problems section on this forum and changed it from IDE to AHCI and did not make any head way. I also made sure the boot priority was set to the dvd drive. I am using an OEM DVD of Windows 7 Home Premium that is genuine. Can anyone help me out, I'm doing this for my younger brother and never had this type of issue before. Thank you so much.

The boot SEQUENCE (not priority) has to be set to dvd 1st hard drive 2nd. Just use the 1 time Fkey to choose your boot device. Look at the screen to see what key to push to bring it up, when you first start the pc.

Thank you so much for the quick reply. I tried to go into the boot menu and just selecting the dvd drive. But it just takes me to Reboot and Select proper Boot device or Insert Boot Media in selected Boot device and press a key. If I push a key it just quickly comes up again. However if I open the drive and close it again with the disk in it, then it will pause momentarily like it's trying to read and then Reboot and Select proper Boot device or Insert Boot Media in selected Boot device and press a key comes up again. I have gone into the bios and moved the number 1 priority to the dvd drive. I don't see anything that says sequence though, I figured it would be the same.

Well then your dvd is shot or something`s up with your dvd drive.

I just bought both brand new, ugh I'm going to test the dvd out really quick.

I have a asrock 970 extreme4 mobo that I had that problem with.
If you go into UEFI setup by pressing F2 or DEL > Advanced tab > Storage configuration and set the "sata controller" to Enabled and the 2nd option as IDE then go to the BOOT tab and click the top "boot option #1 and put in your cd/dvd drive as number 1 (make sure it isn't the UEFI cd/dvd drive).
then press F10 to save and Exit.

when it re-boots the POST, press F11 and cusom boot the DVD drive (not the one that will say UEFI) by clicking on it.

If the dvd drive spins up, you should see the "press any key to boot from dvd or cd..."

I checked the DVD, setup starts right up on my PC so it's not the DVD, I tried my old Vista disc in the new dvd drive and got the same results. I'm thinking the drive might be messed up.

I'll try this.

Thanks for the help but those are the default settings that are in it (minus the boot priority that I tried) When I let it just run and the Reboot and Select proper Boot device or Insert Boot Media in selected Boot device and press a key. If I wait till that comes up and THEN put the disk in and push a button it sounds like it's trying to work and then just doesn't and the message reappears. Really stinks.

Then write the latest official Installer ISO to flash stick from Steps 1/2 of Clean Reinstall - Factory OEM Windows 7.

If it fails unplug the DVD drive so it can't interfere.