yup – needs the fuel line bled … if your battery is good enough, then you can crank and crank till it bleeds but it'll drain the battery quick time.
that being said, i've bled the fuel line, cracked open the feeds to the injectors whilst cranking, and even when you think it's bled properly it takes a good while of additional cranking to get it going.
when mine had that problem, the engine line repeatedly came on when cranking for longer than normal periods.
lastly, have a look under the car at the fuel lines running from the tank itself. it could well be that you have a leak in the fuel line. do you get a smell of diesel as you get out of the car or come tback to it.