C# - Getting Eval To Work In A Databound, Templated Custom Control?

Context

I'm putting together a templated, databound control. Presently it works with the following syntax...
<cc:ItemChooserControl ID="ItemChooser" runat="server">
<TitleTemplate>
<h4><%# DataBinder.Eval(Container.DataItem, "DisplayName") %></h4>
</TitleTemplate>
</cc:ItemChooserControl>

Problem

What I would like though is that the shorter, simpler Eval would work instead.
<h4><%# Eval("DisplayName") %></h4>
What I get however when using straight Eval is an error:
Databinding methods such as Eval(), XPath(), and Bind() can only be used in the context of a databound control.

Code

I'm databinding to a custom HtmlTableCell...
public class TitleTemplateTableCell: HtmlTableCell, INamingContainer
{
private object m_DataItem;
public virtual object DataItem
{
get { return m_DataItem; }
set { m_DataItem = value; }
}
}

With the following custom DataBind (non-related code removed)...

foreach (object dataItem in dataSource) {
TitleTemplateTableCell title = new TitleTemplateTableCell();
TitleTemplate.InstantiateIn(title); // TitleTemplate is the template property
title.DataItem = dataItem;
title.DataBind();
}