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Freed Australian hostage Douglas Wood aims to cash in on his 47-day ordeal.
A book deal, speaking tours, television interviews and beer sponsorship are being sought for Mr Wood four days after his rescue from terrorists in Baghdad.
Details of the marketing plans came as Federal Government sources revealed that attempts to rescue the US-based engineer cost Australian taxpayers up to $10 million.
Australia's Emergency Response Team, which was sent to Iraq last month, contained up to 40 members, including intelligence agents, Australian Federal Police officers and representatives of the Foreign Affairs and Defence departments.
The team, headed by diplomat Nick Warner, was backed by SAS troopers.
The operation's cost went well beyond salaries and daily needs. Among other things, the cost of communications equipment, airfares, weapons and payoffs were involved.
Media experts said Mr Wood's story could be worth $250,000 as a package to 60 Minutes and Woman's Day or Today Tonight and New Idea. They said deals in the US could be worth more.
Your thoughts are very true. It would be nice if someone actually thought to thank or reimburse the military for their expenses