xml <item> tag c#

for some reason its still not pulling the pictures to roku below is the xml that i point to http://www.lofbc.org/dev/roku/

<item item="sdImg ='http://www.lofbc.org/roku/img/SDdefault.jpg' hdImg ='http://www.lofbc.org/roku/img/HDdefault.jpg'">
<title>Humility is Strife Free</title>
<contentId>2</contentId>
<media>
<contentType>Talk</contentType>
<contentQuality>SD</contentQuality>
<streamBitrate>1500</streamBitrate>
<streamFormat>mp4</streamFormat>
<StreamUrl>
http://lofbc-media.s3.amazonaws.com/2015/Video/mp4/20150125.mp4
</StreamUrl>
</media>
<synopsis>Pastor Stephen Fraser</synopsis>
<genres>religion</genres>
<runtime>0</runtime>
</item>

And this is my C#

 protected void Page_Load(object sender, EventArgs e)
    {
        //clears previous output
        Response.Clear();
        Response.ContentType = "text/xml";

        //XML Declartion tag
        XmlTextWriter xml = new XmlTextWriter(Response.OutputStream, Encoding.UTF8);
        xml.WriteStartDocument();

        //Starts feed
        xml.WriteStartElement("feed");
        try
        {
            SqlDataReader reader;
            //database connection
            SqlConnection con = new SqlConnection(" ****;");
            SqlCommand cmd = new SqlCommand(@"SELECT * FROM tbl_roku r INNER JOIN tbl_media_ministers m on
                                                 r.MinisterID = m.ID ORDER BY CreatedDate", con);
            con.Open();
            reader = cmd.ExecuteReader();
            while (reader.Read())
            {
                var pubDate = reader[3].ToString();
                var year = DateTime.Parse(pubDate).ToString("yyyy");
                var sdImg = reader[6].ToString();
                var hdImg = reader[7].ToString();

                if (sdImg == "")
                {
                    sdImg = "SDdefault.jpg";
                }
                if(hdImg == "")
                {
                    hdImg = "HDdefault.jpg";
                }

                xml.WriteStartElement("item");
                xml.WriteAttributeString("item","sdImg ='http://www.lofbc.org/roku/img/" + sdImg + "' hdImg ='http://www.lofbc.org/roku/img/" + hdImg +"'");
                    xml.WriteElementString("title", reader[1].ToString());
                    xml.WriteElementString("contentId", reader[0].ToString());
                    xml.WriteStartElement("media");
                        xml.WriteElementString("contentType", "Talk");
                        xml.WriteElementString("contentQuality", "SD");
                        xml.WriteElementString("streamBitrate", "1500");
                        xml.WriteElementString("streamFormat", "mp4");
                        xml.WriteElementString("StreamUrl", "http://lofbc-media.s3.amazonaws.com/" + year + "/Video/mp4/" + reader[5].ToString().Replace("flv", "mp4"));
                    xml.WriteEndElement();
                    xml.WriteElementString("synopsis", reader[11].ToString() + " " + reader[9].ToString() + " " + reader[10].ToString() + " " + reader[4].ToString());
                    xml.WriteElementString("genres", "religion");
                    xml.WriteElementString("runtime", "0");
                xml.WriteEndElement();
            }
            reader.Close();
            con.Close();
        }
        catch (Exception ex)
        {
            Response.Write(ex.Message);
        }
        xml.WriteEndElement();
        xml.WriteEndDocument();
        xml.Flush();
        xml.Close();
        Response.End();
    }
}

The last question i have is on runtime how should that be formated all the examples show what i thought were seconds but they don't add up when i compute them.

Thanks