If holding down the FF>> button for 12-15 seconds doesn't provide a successful reset that allows the unit to work, then your best bet may be to have it serviced or return the unit. You might try unplugging the unit first, and then performing the reset.
so ive tried several times now to reset my blu-ray player to factory defaults but it fails every time. instead of coming up with the select language option to finish the reset and do anything it just blips on and off the screen. the player reads reset for less than a second and i see the option on the screen for less than a second. ive tried multiple different timings of holding the button but nothing seems to work. i need to try this before i hop in my car and go deal with where i bought my player. if i can fix it at home its better i not go through the hassle of customer service at target (granted i work there)