Current debian/rules is a somewhat hacked version that expects the actual build to happen outside the execution of 'rules'. I suggest that the wizard would also generate another file (rules.scratchbox or whatever) that could be copied over the default rules file when building the package in "normal" way.

This would have the following modifications:

build-stamp: configure-stamp
dh_testdir

1. Add here commands to compile the package.
   qmake PREFIX=/usr
   $(MAKE)
   #docbook-to-man debian/player.sgml > player.1

touch $@

(I added qmake)

clean:
dh_testdir
dh_testroot
rm -f build-stamp configure-stamp

1. Add here commands to clean up after the build process.
   -$(MAKE) clean

dh_clean

(I added - before clean)

binary-arch: build install

...

1. dh_makeshlibs
   dh_installdeb
   dh_shlibdeps

(I removed comment from before dh_makeshlibs)