Upgrading i-mate jam

[first_major]

i downloaded the newest rom from imate, URL https://www.clubimate.com/support/JAM/ROM/JAM_WWE_11200_128_11210_ship.exe

i soft reseted my device plugged it into the cradle and waited for it to sync and i started the upgrade, only to see that my device was writing something lik SERIAL and was stuck there are there was no progress on the upgrade.
Now am stuck here and i dont know how or what to do.

can anyone advice a step by step what to do?

[first_major]

i followed the steps on http://forum.xda-developers.com/viewtopic.php?t=28646&highlight=upgrade+step+step and i think everything is good.

Thanks guys.