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DLPC3435: How to program SPI flash on custom board

Part Number: DLPC3435
Other Parts Discussed in Thread: DLP2010, SEGGER, , DLPA2005, USB2ANY

Hi there I have a custom board with the dlpc3435, dlp2010 and the DLPA2005. I've downloaded the firmware image using the TI DLP® PicoTm Firmware Selector tool. My original plan was to use my segger j-link and the j-flash SPI utility to load the binary into address 0x0, however the utility only accepts .bin, .hex, .mot or .srec. How should I proceed?