I fixed it!!!
Thanks Jerome but I couldn't even see the loading screen... just a white screen.
Ok, here's what i did:
1- Place the lower switch to right (when you have it at right you cannot turn on your player).
2- Connect the USB cable to C260 player.
3- When player turns itself on, press and hold both ON/OFF button (upper one) and Menu Button (M) for about 5 seconds.
4- Open CustomerUpdate app (crappy app btw) and load the firmware. I used the one that comes in the 'NO CI' folder to fix it. I remember that my player died when upgraded with the one that's located at 'CI' folder.
5- Click on Update, (i thought it was not going to work but it does!), let it finish (i let it there for 5 minutes) and then click on exit.
6- Disconnect player from USB cable, it turns OFF automatically.
7- Place the lower switch to left (when you have it at right you cannot turn on your player).
8- Turn it ON and let it go!!