PS3 -> HDMI -> Samsung AS720 - no sound help?

[dojugoo]

Ok, so my configuration, I have component cables connecting PS3 to TV just for video.
I have HDMI from PS3 to the samsung as720 receiver (DVD HDMI1).

Now in my PS3 settings, in display settings I set video out with component.
In sound settings, I set HDMI for audio output and I chose automatic.

I set my receiver to the right input mode (DVD Multi-CH) is what it says on the screen of the receiver, and there is a L.PCM thats lit up above it. Problem is that I get no sound.. I've tried powering everything off and turning on receiver first, then the PS3, and the other way around but its not working.

Any ideas?