<asp:ButtonColumn Text="Концепция" CommandName="0"></asp:ButtonColumn>

private void DataGrid1_ItemDataBound(object sender, System.Web.UI.WebControls.DataGridItemEventArgs e)
		{
			if (e.Item.ItemType == ListItemType.Item || e.Item.ItemType == ListItemType.AlternatingItem)
			{

				if (e.Item.Cells[ 9 ].Text == "0" )
				{
					e.Item.Cells[ 12 ].BackColor = Color.Yellow;
					
				}
}

this.DataGrid1.ItemDataBound += new System.Web.UI.WebControls.DataGridItemEventHandler(this.DataGrid1_ItemDataBound);