Loading arrays from text file...again :P

I asked a very similar qustion earlier here and got the answer I needed,
but now my program has changed and I'm running into some small problems.
I can load the values from the file into the 2d array perfectly, but when I try to
run an if to test the values i get screwed. This code should printf("%s", textures[0]); but
prints nothing.  the first value of map.txt is 9, i.e.
cat map.txt
9 0 0 1 1 3 3 4 5 6 7

#include <string.h>
#include <stdio.h>
#include <stdlib.h>
using namespace std;

int main () {
  FILE * pFile;
  long lSize;
  char * buffer;

  pFile = fopen ("map.txt" , "rb" );
  if (pFile==NULL) exit (1);
  fseek (pFile , 0 , SEEK_END);
  lSize = ftell (pFile);
  rewind (pFile);
.
  buffer = (char*) malloc (lSize);
  if (buffer == NULL) exit (2);
  fread (buffer,1, lSize,pFile);

  char * pch;
  pch = strtok (buffer," ");

  int x = 0;
  int y = 0;

  char* matrix[15][20];

  while (pch != NULL)
  {
    if(y <= 19)
    {
      matrix[x][y] = pch;
      pch = strtok (NULL, " ,.");
      y++;
    }
    else
    {
     y = 0;
     x++;
    }
  }
/* ======================================================================*/
  char *textures[] = {".\\images\\stone.bmp", ".\\images\\woodtile.bmp"};
 
  for(int row = 0; row<15; row++){
    for(int col = 0; col<20; col++){
      if(matrix[0][0] == "9"){        //test matrix[0][0] to see if to equals "9"
        printf("%s", textures[0]);    //if it does then printf
      }
    }
  }
/* ======================================================================*/
  fclose (pFile);
  free (buffer);
  return 0;
}