Service does not start automatically

Serviio: v1.0.1
Java: v1.7.0.7 x64
System: Windows 7 x64 (up to date)
After installation Serviio has registered as Windows service and startup mode was chosen 'Automatic'. It could not start on system startup with a following exeption message on Event Log: "The Serviio service failed to start due to the following error: Serviio is not a valid Win32 application.". I managed to disable the service and started it using Serviio.bat script. The difference in scenarios could be Java and accessing Java using parameters from system environment.
Java: v1.7.0.7 x64
System: Windows 7 x64 (up to date)
After installation Serviio has registered as Windows service and startup mode was chosen 'Automatic'. It could not start on system startup with a following exeption message on Event Log: "The Serviio service failed to start due to the following error: Serviio is not a valid Win32 application.". I managed to disable the service and started it using Serviio.bat script. The difference in scenarios could be Java and accessing Java using parameters from system environment.