Pioneer DDJ 1000 will not start up

I was using my DDJ 1000 to mix some tunes and then, an hour later that session, i decided to mix some more but for some reason it just will not start up. When i press the power button, the 'loading' on the controller itself begins but then gets stuck at the end i.e. no lights on the controller, no version displayed etc. When i tried to update the firmware, it does not recognize the device.

Please help me as this controller is very new and for the price tag, i expected it to last me ages :(