I did check dvdreviewer before posting! Chipping a player will void it's guarantee, and it's usually a "guy down the pub" who could get it done for you. A Google search will probably throw up a few people who offer the service, though unless they're local to you, I'm guessing that p&p (unless they send you the chip to fit yourself) might be expensive, especially as the �30 to �50 players from the likes of Asda tend to be remote hackable. These people offer to rent you a handset you can hack your player with:
http://www.sonycodes.co.uk/LSSeries.htm . Don't know how reliable they are.