The best way I've found to do things like this is to use a helper function in your codebehind that performs the final logic and call it from the markup template:
Protected Function CheckImage(intProdImage As Integer) As String
If intProdImage <> 0 Then
Return String.Format("<img src=""assets/products/{0}"" width=""100"" height=""100"">", intProdImage)
Else
Return " "
End If
<ItemTemplate><%# CheckImage(Container.DataItem("Prod_Image")) %></ItemTemplate>
-
Peter