Rice Steamer - If so How!!

I really love this steamer but after several failed attempts at cooking rice, I have reverted back to the stove top, the machine cooks meat/fish and veggies to perfection and i wish i correctly understood how to use the rice bowl and cook the rice, after over 1hr each time the rice is never cooked - at all,

So if you know how to help me please advise as Black and decker have failed to reply to my enquire and the instruction booklet doesn't specify anything different to what i am doing!!