urdu chartors inserting in sqlserver 2000


I am working on urdu software using php and sqlserver at backend, my problem is i am storing some colums
in urdu in db, its working fine, and displaying characters back on web page as well, example ظا ھر پیر شھر
but at backend in db it looks like ظا ھر پیر شھر"

when i insert chahtors directly in enetrprise manager they are storing correctly,
Can anybody help, it seem problem is in php when storing data in db

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