jQuery Grid Plugin - jqGrid

Hi,

I'm hoping someone can help me out, I'm having some trouble binding my json data to the grid, it looks as if the correct number of rows I am expecting are being displayed in my grid, but nothing seems to be bound inside my columns.

My json data looks like this,

{"page":1,"total":1,"records":2,"rows":[{"Id":1,"Start":"7/19/2010 12:00:00 AM","End":"8/18/2010 12:00:00 AM","MediaId":"E0001"},{"Id":1,"Start":"7/19/2010 12:00:00 AM","End":"8/18/2010 12:00:00 AM","MediaId":"E0002"}]}

Which I'm trying to bind to my grid using this code,

            $("#job-list").jqGrid(
            {
                url: "Report/RetrieveJobs/" + startDate + "/" + endDate + "/" + clientId + "/" + projectId + "/" + mediaId,
                datatype: "json",
                height: 200,
                jsonReader : {
                    root: "rows",
                    page: "page",
                    total: "total",
                    records: "records",
                    cell: "",
                    id: "0"
                },
                colNames: ['Id', 'Media Id', 'Start Date', 'End Date'],
                colModel: [
                            { name: 'Id', index: 'Id', width: 55 },
                            { name: 'MediaId', index: 'MediaId', width: 90 },
                            { name: 'Start', index: 'Start', width: 100 },
                            { name: 'End', index: 'End', width: 100 }
                          ],
                sortname: 'Id',
                sortorder: "asc",
                multiselect: true,
                loadComplete: showJobList
            });

When the data is bound, the loadComplete callback is successfully being called, and like I said the correct number of rows are being displayed on the column, my only problem is that there is no data being displayed in the column cells.

If someone could give me some guidance I would really apprecaite it.

Thanks in advance,

Matt.