Panasonic DMP-BD77 (man'd 1/2012) powers up but stuck with "HELLO"

Panasonic DMP-BD77 (man'd Jan 2012) powers up but is stuck with "HELLO" on the front panel. Tried the following with no results:

1. left it plugged in and powered-up overnight
2. unplugged it, held down the power button (10+ secs), plugged in and powered up

# Left it plugged in and powered up overnight with a network cable attached to router/modem

1. Connected to my laptop but could not see it
2. swearing

Tray does not open at present. I have the original remote.

Thanks!