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TMS320x28027: using I2C as master, talking to LCD, no ACK

Hello,

I am trying to communicate to a New Haven NHD-C0216CiZ LCD. When I initiate a Start sequence with STT, the mcu writes  the slave address but nothing else. The SDA line is high during the ninth clock pulse to I gather I am not getting an ACK, but I don't know why. The slave address in New Haven's docs is 0x7c so that is what I am writting to the slave address register. My understanding is that once the slave address is successfully written, and the ACK is received by the master, the data in the transmit register will be sent.

Any thought would be appreciated,

James