That is because the Disc is coded for Region 3 and your player is coded for Region 1. See
http://dvdbuyingguide.com/codefreedvd/bigfaq.html
The following hack may make your player region free:
http://www.videohelp.com/forum/archive/region-hack-for-new-insignia-ns-pdvd10-t337342.html
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