after inserting XML into SQl table and parsing it getting "???" insted of text

I want to get text instead of "???" result I all ready try collate and it didn't work

truncate table EPGXML    
INSERT  INTO EPGXML
        ( Data        
        )
        SELECT  CONVERT(XML,BulkColumn,2)
        FROM    OPENROWSET(BULK N'C:\test\test.xml', SINGLE_BLOB) O;

DECLARE @Data XML;
SELECT @Data = Data FROM EPGXML ;

select distinct filenode.value('category[1]', 'VARCHAR(300)')
FROM    @Data.nodes('tv/programme ') files ( filenode )
where filenode.value('category[1]', 'VARCHAR(300)') is not null