I'm trying to Flash a .bin file onto the SAM9126EK brd which i have, but am not able to do it. These are the steps which I am following.
1)The bin file is generated using IAR workbench, sample codes "Basic Touch Screen Project".
2) Using the SAM-BA flashing it to 0x0000 of the DataFlash. (Enable Dataflash -> Erase All -> Send Boot File).
Nothing comes up on the debug console.

When I powered up the brd for the 1st time, it already had Basic LCD Project flashed onto it, 2 pics were displayed on the LCD continuously. But when i tried flashing my code onto it, everything went bad.

To check the hardware / setup issues, I tried the Demo Linux code, it executes FINE & the OS comes up

So i'm not sure if any parameter in the IAR tool is wrong / missing?
Is it right to flash the image at 0x00 in Dataflash ? (have tried at some diff loc also, 0x2000000, 0x3200 etc) .

Also to add, i have a SAM ICE, when i build the same project in IAR & then use Download & Debug, option the code executes fine on the hardware !!!

Please suggest some thing regarding this, I'm pretty new software, so might be missing even something very basic here

Consider what IAR is building for the download & debug. ie What kind of startup code, and at what address.

The BIN image that is expected at 0 within Data or NAND Flash (Send Boot), must contain ARM9 Vectors, and have an anticipated load address of 0x300000 (SRAM C). The code in RomBOOT is going to look for $E5 or $EA instructions in the first 8 vector locations, except the fifth which "Send Boot" encodes as a length. It should support files tending towards 160KB, although the 128KB of the NAND page might be more constraining.

A quick review of the front of the .BIN should be quite indicative of it's chances of running.

00000000 : 0D 00 00 EA 05 00 00 EA - 05 00 00 EA 05 00 00 EA ................
00000010 : 05 00 00 EA DC 12 20 00 - 05 00 00 EA 05 00 00 EA ...... .........

Realistically, your first stab at run-able code should perhaps be the at91bootstrap-at91sam9261-ek-iar package.