HDMI problem- DVD-TV- pivture but no sound?

We are having problems with the connection between our DVD player and TV. We recently bought an upconvert DVD player (a JVC HR-XVC38, to be exact) to go with our HDTV (a CRT Samsung slimfit TX-S3082WH) To connect the two nd get the best picture, we bought a Phillips HDMI cable:

http://www.walmart.com/search/search-ng. It

is this cable, but it may be a shorter length. The Problem: tried to watch DVD, but we only got the picture- no sound. we tried muting/unmuting, changing from HDMI input 1 to HDMI input 2; we switched DVDs, turned the power of the TV and DVD player off and on again, and reconnected the HDMI cord at both ends (TV and DVD player)... none of these things worked. does anyone know of any particular problems with these specific products? any general typical problems? We have had problems with the sound being off-sync with DVDs before, so I think it's the DVD player, but idk-all are under warranty, I think

Answer:
If you see the picture and no sound, chances are that there is some audio set up you need to go thru with the DVD player.

Make sure you have PCM for the audio output on HDMI. It cannot be digital unless your TV is equipped with a dolby digital decoder which is unlikely the case.
Go to the DVD setup menu
Go to Audio
Change the audio output from Dolby Digital (or bitstream) to PCM
Make sure also the audio output is from the HDMI and not from the digital (s/pdif) port

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