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The following query returns the product photo stored in a varbinary(max) type column. The BINARY BASE64 option is specified in the query to return the binary data in base64-encoded format.
Example
USE AdventureWorks2012;
GO
SELECT ProductPhotoID, ThumbNailPhoto
FROM Production.ProductPhoto
WHERE ProductPhotoID=1
FOR XML RAW, BINARY BASE64 ;
GO
This is the result:
<row ProductModelID="1" ThumbNailPhoto="base64 encoded binary data"/>