Thanks, All!
1. I was using the Crestron gen4 IR driver that has worked on other project
2. Couldn't (Wouldn't?) use CEC as it was just a one-room system ATV>AVR>TV
We swapped the problem unit with another one from a different part of the house and It worked, so I think that it has something to do with the pairing as a couple of you suggested...
Thanks again!
Chris K