Avenger96 - cannot boot

I got brand new Avenger96 board.

I flashed the microSD card with the latest image av96-6.0.img, then connected the 12V power supply (checked the voltage while connected), and there is no output on the HDMI connected screen.
The RED & GREEN LEDs are constantly ON.

The boot pins are set( 1 0 0 bootx pattern).

Any idea how to troubleshoot this? Should I connect the UART based serial terminal?