Setting BackColor of GridView cell dynamically

[Mike P]

I have a number of colours in a database linked to different conditions,
and this data is displayed in a gridview. I want to set the BackColor
of a gridview cell dependent upon this value, for example FF0000 etc.
The code I have used gives me the error 'specified cast is not valid' :

<asp:TemplateField HeaderText="Forecast Type"
SortExpression="ForecastDescription">
<ItemTemplate>
<asp:Label
ID="lblForecastType" Text='<%# Eval("ForecastDescription") %>'
BackColor='<%# Eval("ForecastColor") %>' runat="server"></asp:Label>
</ItemTemplate>
<ItemStyle Height="24px"
Width="50px" />
</asp:TemplateField>

Any ideas how to do this?

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