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January 15, 2007

Venice Project Launch Name: Joost

Michael Arrington

124 comments »

veniceproject_logo.jpgThe Venice Project, the new online television startup led by Skype founders Niklas Zennstrom and Janus Friis, has always been a working name for the company. Until today, no one outside the company knew name the company would eventually launch as.

A tip from reader Joost Schreve led us to the domain name Joost.com: if you click the “cancel” button multiple times an unformatted web page pops up with information about the Venice Project. We have subsequently confirmed that this is the actual launch name of the company.

Joost recently entered into a private beta, and screen shots were shortly posted to the web.

The domain name registration information, which can be accessed here, shows that it is currently owned by a Dutch corporation called Oak Grove Corporation, with a mailing address in Curacao.

The strategy of using a code name for a pre-launch company is rarely used. The last high profile example was Marc Andreesen’s 2005 startup Ning, which used the working name 24 Hour Laundry until launch. It makes sense if the company wants to start marketing the product before the first choice domain name is acquired, but it also dilutes the brand name.



Update: The news is out, so the company is releasing more information now. NewTeeVee has just posted screenshots of Joost (compare to old screenshots here):



  • Sphere It

This entry was posted on Monday, January 15th, 2007 at 3:41 pm and is filed under Company & Product Profiles. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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  1. Journalismus 2.0

    January 15th, 2007 at 5:37 pm

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    January 15th, 2007 at 7:35 pm

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    January 15th, 2007 at 11:57 pm

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    January 16th, 2007 at 3:11 am

  6. De nieuwe naam van The Venice Project? Joost mag het weten… · BlueAce

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    September 2nd, 2007 at 5:06 am

  17. top trends » Blog Archive » Venice Project to launch as JOOST

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Comments

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  1. Florian Cervenka

    January 15th, 2007 at 3:47 pm

    doesn’t work for me
    - how do you manage to click the cancel button a couple times anyways?

  2. Michael Arrington

    January 15th, 2007 at 3:49 pm

    I actually had to open this in a fresh browser window, then it worked.

  3. Stephen Sclafani

    January 15th, 2007 at 3:55 pm

    Looks like they fixed it. You just get the default authorization required page now.

  4. Michael Arrington

    January 15th, 2007 at 3:55 pm

    yep. looks like it’s fixed.

  5. ginchy

    January 15th, 2007 at 4:02 pm

    “it also dilutes the brand name”

    It’s also annoying as hell. Joost! Ning! Glork! Florb! Zub! Ugh.

  6. Michael Arrington

    January 15th, 2007 at 4:03 pm

    :-)

  7. Matthias W.

    January 15th, 2007 at 4:05 pm

    The Igor guys said it best: “Of course, once you find the name that gets people excited and conveys “next big thing,” it’s important to shit-can that name before releasing it to market.”

    http://www.snarkhunting.com/20.....e-changes/

  8. Josh

    January 15th, 2007 at 4:14 pm

    I was kind of hoping it would stay “The Venice Project” … made it seem like I was part of some clandestine military operation. ;) Joost… now it just sounds like a chicken on steroids… uh, or something.

  9. DIGG

    January 15th, 2007 at 4:16 pm

    Digg this story:

    http://www.digg.com/tech_news/.....h_as_JOOST

  10. KH

    January 15th, 2007 at 4:31 pm

    Just tried the “hack” and it worked.

    Running IE7 - don’t hate me :(

    Just keep clicking cancel and a text page pops up behind the authorisation - no images, but definitely text

    “Try Joost beta

    Yesterday, we were The Venice Project™. Today, we’re Joost™. Tomorrow, we’re yours! Imagine having infinite choice, and TV that is truly interactive. TV anywhere, anytime…”

  11. Alaska Miller

    January 15th, 2007 at 4:33 pm

    Why would it matter? Chances are most people still don’t know what Venice Project is. Being concerned about brand dilution in an echochamber is like running around naked but being concerned if you should wear shoes or not.

  12. Marvin Chery

    January 15th, 2007 at 4:34 pm

    If you click cancel at the password prompt and then quickly press escape, the password prompt will go away.
    Then view page source and some pretty interesting info is still available.

    For example: Yesterday, we were The Venice Project&trade. Today, we’re Joost™. Tomorrow, we’re yours! Imagine having infinite choice, and TV that is truly interactive. TV anywhere, anytime…
    This is the year. Joost™ is coming.
    Sign up for our beta today

  13. Michael Arrington

    January 15th, 2007 at 4:40 pm

    yes, it’s working for me again, on firefox.

  14. Saeed El-Darahali

    January 15th, 2007 at 4:53 pm

    Worked no problem on my end. Whats with launch the product with a name then shelf it?

    Saeed

  15. Joost Schuur

    January 15th, 2007 at 4:54 pm

    Wow. That’s going to make my name a lot more popular.

    For the record, the Dutch name ‘Joost’ is pronounced with a ‘Y’ sound. I’ve anglicized it down to ‘Yoast’, but in Dutch it’s still not quite right.

  16. Florian Cervenka

    January 15th, 2007 at 5:00 pm

    Authentication is no longer required.

  17. Marc

    January 15th, 2007 at 5:42 pm

    “Wow. That’s going to make my name a lot more popular.”

    I think you can sue :)

    PS; ‘Joost’ is either in for some stiff competition (at least on this side of the pond) or a big pie of clients, can’t wait for this year to progress.

  18. Fashion Industry Ceo

    January 15th, 2007 at 5:48 pm

    clicking cancel not working for me either!

  19. KCertify Free Mock Test : NJ Driving Test

    January 15th, 2007 at 6:21 pm

    This is so cool

  20. ED

    January 15th, 2007 at 6:35 pm

    I tried to get in, created an account, did not ask me to create a password, it sent me a confirmation that I created an account, I confirmed it, tried to log in.. But I never created a password and none was assigned to me, So I tried to get a lost password. Email not on file, so I tried to re-create it email already in use.

    So now I’m in an already in use, not on file loop.

  21. Sal

    January 15th, 2007 at 6:38 pm

    With their proven track record, definitely the next big thing.

  22. ED

    January 15th, 2007 at 6:38 pm

    You must be joking the beta is closed already!

  23. Frank

    January 15th, 2007 at 6:41 pm

    I’d read some of your previous coverage on The Venice Project but it just washed over me. But these new screenshots make it look pretty sexy. If only they can provide the content without strangling us with restrictions.

  24. Kosso

    January 15th, 2007 at 6:42 pm

    I’ve been beta testing The Venice Project, and I have to say I’m pretty impressed with the system, but not so much the content. I’m looking forward to seeing how the process of providing content to the system will work out.

    I have a friend called Joost (pronounced ‘yhoost’ - not ‘Juiced’) who must be grinning alot about this ;)

  25. Jay

    January 15th, 2007 at 6:53 pm

    Uh….

    This link sucks…. https://www.domaindiscover.com/domains/whois

    I would suggest using a REAL whois service, may I introduce DomainTools.

    http://whois.domaintools.com/Joost.com

  26. Tamil

    January 15th, 2007 at 7:04 pm

    Why such a hype Mic? when there are so many p2p broadcasting sites are already present, such as sopcast.org

  27. Stan

    January 15th, 2007 at 7:09 pm

    Hmmmmm…..The Venice Project, not copyright protectable. Joost…..Copyright protectable? That is my guess.

    Also the marketing strategy of using a “code name” to appeal to the tech crowd has a lot more appeal than going alpha, private beta, public beta, launch, 2.0.

    Cheers for Joost.

  28. Stan

    January 15th, 2007 at 7:11 pm

    To comment on my own comment (yes I am that big of a deal)…coming out with a code name means it gives less of a lead in to the marketing strategy for copycats (spammers and the such) and getting like 5 mentions on TechCrunch does not hurt either.

  29. Basicity

    January 15th, 2007 at 7:36 pm

    So how does one pronounce Joost? Is more like ‘Just’ or ‘Juice’. I think the domain is an OK domain name.

  30. Josh

    January 15th, 2007 at 8:19 pm

    i doubt anyone will pronounce it correctly. i dont know if that is the point. its catchy, but im not sure it is an adequate name for what they are doing.

  31. Harish Babu

    January 15th, 2007 at 8:19 pm

    TVP already had “TV” in its name.

    With a great track record, these guys can make any name popular.

  32. Michael Arrington

    January 15th, 2007 at 8:22 pm

    Stan - neither of your comments make any sense to me.

  33. Mike

    January 15th, 2007 at 8:37 pm

    Hmm. I like the new name. I’m a beta tester and have been trying to login… but no luck.

  34. Holger Rabbach

    January 15th, 2007 at 9:55 pm

    Kosso: hey, I like the content - been a long time since I watched the very first episodes of Lassie ;)

  35. Victor

    January 15th, 2007 at 10:02 pm

    I rather prefer they call it veetube, it’s more brandable than the new name.

  36. brian

    January 15th, 2007 at 11:56 pm

    Official email from Fredrik just went out confirming the change…

    Folks,

    Yesterday we were The Venice Project… today we are Joost!

    While we’re still in beta, we hope that Joost will become synonymous
    with the best of TV and the best of the Web.

    We’re working on putting more content on the platform and creating more
    and more applications and functionality. For those of you who’ve already
    been on the client, you can expect to see some of these updates in the
    0.8 release - which is not far away at all.

    Now that we’re Joost, we’re going to be sending out many more beta
    invitations. I know some of you have been waiting quite some time
    for your invitation and I appreciate your patience. We’ve been
    somewhat conservative about expanding our beta - but that’s
    going to change pretty rapidly now. So please keep a lookout
    for your invitation if you haven’t gotten one already. And
    when you do receive it - please tell us what you think.

    I have to say, we have an absolutely amazing team at Joost, and
    I include our beta testers as part of that team. Beta tester
    feedback on the platform has been so incredibly valuable. We’ve
    incorporated a lot of it into the platform - making it that
    much better. So please, keep it coming!

    Stay tuned.

    BR,
    Fredrik

  37. Andrew

    January 16th, 2007 at 1:50 am

    “Joost don’t Do It” (Yet)

    I’m sure it works great on a super-dupper souped up computer; but on a normal 1-2 year old machine it will drive you mad.

  38. Alexander Marktl

    January 16th, 2007 at 2:33 am

    I have a few invitations, so if you want one follow this link and tell me why:
    http://www.qoove.com

  39. Adam benayoun

    January 16th, 2007 at 3:33 am

    I think im less excited about this project because of their new name.
    Joost isnt something i would expect from this company, I have to say “The venice project” was more appropriate.

    This is what happen when company want a catchy name, all the PR they got for TVP (the venice project) which is TV-Project get lost.
    But im sure with enough cash, you can get wherever you want and brand whatever name you want. I just think its a waste of money which they could have put on other important thing.
    Again, i am being subjective since i have no knowledge of whats going on within the company.
    But good luck. I think they will need it!

  40. Philippe

    January 16th, 2007 at 3:59 am

    The name has changed, all right, but what’s the fundamental reason why The Venice Project is so exciting? Is it because of its name?
    I love the TVP name because of its Area 51 consonance, but: I love TVP even more because of its technlogy, its novelty, and the fact that the team behind it rocks.
    Joost is not another Youtube, Google Video or Dailymotion. Joost may very well become my favorite TV if, and only if, content follows. But I read they’re working on it.
    Long live Joost : )

  41. Adrian Keys

    January 16th, 2007 at 5:19 am

    “it also dilutes the brand name”

    “It’s also annoying as hell. Joost! Ning! Glork! Florb! Zub! Ugh.” - Ginchy

    I agree - the name is bad but our reaction tells me they are well on their way in accomplishing one goal….and that is at least we will remember the name….

  42. RqTect

    January 16th, 2007 at 7:06 am

    I think im less excited about this project because of their new name.
    Joost isnt something i would expect from this company, I have to say “The venice project” was more appropriate. Or just call it Venice
    Joost I guess is the only Domain name that remains under six letters.

  43. Snappy

    January 16th, 2007 at 7:30 am

    What the hell is wrong with you people? Who gives a shit what its called?

    I’m sure that NBC, CNN, ABC, BBC, ITV and ‘Bad Robot’, don’t exactly set the world on fire but who cares what it’s called?

    Surely the most pertinent questions are, does it work, is the quality good, do the community features work and is the content on the platform good? As a Beta tester I can confirm that the answer to all but the last question is Yes! Yes! Yes!. The only thing wrong a the moment is content and the CEO has publicly stated that they are in limited Beta and are holding back the proper content until it launches properly.

    Anyway once the netwroks see the product and understand the model they will be falling over themselves to hand over content. No, I don’t know the model, but anyone who can make Billions from offering free phone calls have got to have the brains to make it work! Now go back to your five bucks an hour dish washing jobs!

  44. mike bartlett

    January 16th, 2007 at 7:31 am

    regarding the name/brand, i kind of like it. i see it as a web 2.0 spelling of “Juiced” which is what you get (juice) when you plug a cable into something and stuff comes through it - right?

  45. Basicity

    January 16th, 2007 at 9:41 am

    After my initial post and reading the comments about their name, I still don’t like the name. And we still don’t know how to pronounce the darn name. I think the last two letters “st” throw me off on the name, especially on a single-syllable name.

  46. Patricia

    January 16th, 2007 at 9:52 am

    I have to admit I don’t love the name either but I’m really excited to see what they do!

  47. Free Laptop

    January 16th, 2007 at 10:02 am

    I am just using Joost for the 1-st time, using a slow DSL line. But it feels like television already. The quality and resolution are impressing. The images never stand still like the sometimes do when I use the TVUPlayer to see US television from abroad.

    The only point is: It is as boring as the television I know. None of the channels does interest me. It is only about celebrities or funsports. Damned! I was so bored by MTV already. Now Joost is copying them.

    Hopefully they will be presenting more content soon. I would love to see news programs from other countries and of course movies.

  48. bobbyd

    January 16th, 2007 at 11:36 am

    Joost - thats a hoot! I know a guy in Estonia named Joost and he had a company called “Voipster”, kinda ironic!

  49. Jared Noose

    January 16th, 2007 at 1:15 pm

    HEY anyone have a JOOST invite… I am dying to get one

    jarednoose@hotmail.com

  50. Kim

    January 16th, 2007 at 3:11 pm

    Is there Anyone who would send an invite to my mail…please ;o)

    detnemt(at)gmail.com

  51. sgumer

    January 16th, 2007 at 3:19 pm

    can someone also mail me an invite if they have an extra one.

    email address is sgumer@yahoo.com.

    thanks in advance.

  52. Ray Latchmanan

    January 16th, 2007 at 4:31 pm

    Can someone kindly invite me to join this new exciting system (if they have an extra one)

    My email address: raymedia@hotmail.com

    Appreciate your kindness

    Thank you

    Ray

  53. David Mackey

    January 16th, 2007 at 4:36 pm

    I tried the beta, I wasn’t extremely impressed. Content is still too rare.

  54. Eduardo

    January 16th, 2007 at 7:00 pm

    Changing brand name dilutes the brand but here we are talking about this guys as creators of Kazaa and Skype, so I think that people is following to their new project, not “The Venice Project”.

    As a PR strategy changing brand name was effective, otherwise we would not be writing about them now, we would be just waiting for other project news.

  55. Nemrut

    January 16th, 2007 at 8:26 pm

    …i’m waiting for someone to name their company ’spooge’

  56. mmpukraine

    January 17th, 2007 at 2:13 am

    Can anyone send me an invite to Joost?

  57. Rick Doran

    January 17th, 2007 at 2:33 am

    Could someone please send me an invite? Thanks!!! (bassrck4@hotmail.com)

  58. Chemilla

    January 17th, 2007 at 3:49 am

    Could somebody send me an invite???? pleasee !!!! :(((
    (chemilla@gmail.com)

  59. joel

    January 17th, 2007 at 4:14 am

    I’ll join the line of beggars…

    If anyone has an invite going spare I’d really appreciate one - joel dot roach at gmail dot com

    cheers!

  60. Adam Jusko

    January 17th, 2007 at 7:27 am

    See comments section here for info on getting in on the beta.

  61. Hug

    January 17th, 2007 at 7:30 am

    Waits in line….. :)

    Can someone throw a beta invite this way please

    r.hugis (at) gmail (dot) com

    thanks in advance

  62. Crosstown

    January 17th, 2007 at 7:39 am

    Maaan i sure would like to tjeck it out,
    does anybody have a spare invite ??

    korsby (at) gmail (.com)

  63. Nick

    January 17th, 2007 at 9:09 am

    Me too!

    n (dot) bostic (at) gmail (dot) com

    Thanks!

  64. GF

    January 17th, 2007 at 10:35 am

    Joost Me
    pensez3d@hotmail.com

  65. StefKenobi

    January 17th, 2007 at 11:36 am

    May the Joost be with me !

    I need an invitation please: jedi@stefkenobi.com

  66. Alex

    January 17th, 2007 at 1:58 pm

    I need an invitation please: sirrom123@gmail.com Many Thanks !!!

  67. NeoTechie

    January 17th, 2007 at 2:23 pm

    THE NEW YOUTUBE IS HERE!

  68. tom b

    January 17th, 2007 at 3:18 pm

    i need a miracle
    tmbull at gmail dot come

  69. Will S

    January 17th, 2007 at 8:01 pm

    Would someone invite me to use joost if they already have an account?

    Thanks!

  70. Saphid

    January 17th, 2007 at 10:25 pm

    If someone has a joost invite I would much appreciate one

    saphid AT gmail DOT com

  71. Deepak

    January 18th, 2007 at 3:05 pm

    I would much appreciate an invite…

    deepak DOT srini AT gmail DOT com

  72. Wayne

    January 18th, 2007 at 7:13 pm

    can anyone invite me too pls? graphixillusion@gmail.com
    thx in advance :)
    wayne

  73. William

    January 19th, 2007 at 9:47 am

    Hello,
    Would you like to invite me to the private beta if you already have an account. My email adress is : wlambe AT gmail DOT com

  74. Carlos

    January 19th, 2007 at 11:54 am

    its com @ iol (do.t) com

    invite much appreciated if anybody has one spare so thanks in advance

  75. kontorhotel

    January 21st, 2007 at 1:49 pm

    please invite me (((

    pibsen@mac.com

    thanks……

  76. Ray Latchmanan

    January 21st, 2007 at 4:30 pm

    Can someone kindly invite me to join this new exciting system (if they have an extra one)

    My email address: raymedia[at]hotmail[dot]com

    Appreciate your kindness

    Thank you

    Ray

  77. Vail

    January 21st, 2007 at 4:49 pm

    Hey I go to colorado university and write for the school newspaper. I would love an invite if anyone has any. I am trying to get my hands on joost so i can publish a review and then spread the word around campus. Thanks!

    hockeyguyvwc[at]aim.com

  78. david a

    January 21st, 2007 at 11:58 pm

    dittos on the joost invite… send one my way if any…

    damodt@gmail.com

  79. zcrouzot

    January 22nd, 2007 at 5:21 am

    Would love a Joost invit;
    If you have one left thank you
    z.crouzot@gmail.com

  80. Nikola

    January 22nd, 2007 at 3:54 pm

    if anyone has a spare invite… i’d love to have one.
    thanx.

    jankovic86@gmail.com

  81. crimmy

    January 23rd, 2007 at 12:25 am

    please send an invite to

    n3ptunez(at)gmail(dot)com

  82. Huda

    January 23rd, 2007 at 6:31 am

    please send me an invite too if anyone has a spare.
    Huda@connectfree.co.uk
    thanks
    H

  83. Leandro

    January 23rd, 2007 at 4:40 pm

    please invite me

    leosnow@hotmail.com

  84. OMAR

    January 23rd, 2007 at 10:32 pm

    PlEaSe InViTe Me !!!

    omar_reyes2@hotmail.com

    or

    omar_reyes2 (at) hotmail (dot) com

  85. gordie

    January 25th, 2007 at 1:40 pm

    We badly need an invitation, lets get it going in Turkey !!!

  86. Nicolas

    February 2nd, 2007 at 4:48 am

    Hey JOOSTers, can someone “punch me” with Joost invitation :) let start share some good things :)

    nikolab@madnet.co.yu.

    Thank you :)

  87. Blissfulpain

    February 5th, 2007 at 12:32 am

    Please toss an invite my way, if there are spares
    Blissfulpain@gmail.com

  88. Nicole

    February 6th, 2007 at 3:23 pm

    Why it became so previliged?

    http://www.fairyland.tv

  89. Dougie

    February 7th, 2007 at 5:23 pm

    Will some one please,please send me an invite, dougiebell@gmail.com thanks………….

  90. Walden

    February 7th, 2007 at 8:48 pm

    Hello in there… say, can somebody pass along an invitation to
    joost??? I would be extremely grateful!!! Many
    thanks if so…

    http://www.flickr.com/photos/81311700@N00/

  91. Liz

    February 7th, 2007 at 11:14 pm

    Hello,

    Please, I would love to be invited to Joost too, can anyone please send me an invitation?

    eliz4b3th@gmail.com

    Lots of thanks in advance,
    Liz.

  92. Binod

    February 8th, 2007 at 11:34 am

    Hey!
    could anyone be kind to send me an invitation. if i get any i will pass it down to other ppls as well :)
    thanks.
    binod_pant2004@yahoo.com

  93. Sandy

    February 11th, 2007 at 11:06 am

    PLeaze coud sum1 send me an invitation? well appreciated :) xxx

  94. Sandy

    February 11th, 2007 at 11:07 am

    pleez can sum1 send an invitation 2 abhu95@gmail.com thanx xxx

  95. Jim

    February 11th, 2007 at 12:28 pm

    Hi

    Please send me a joost invitation at jimparkers@inbox.com.

    I promise to send my invitations to people recommended by you.

    God bless you and your family.

    Thanks
    Jim

  96. cara schrock

    February 13th, 2007 at 7:44 am

    Would love to review for my Mommy blog plus I’m an ex-qa tester would love to help out… I also will give out inventations to suggested parties. Please help a Mamma out!

  97. reap47

    February 14th, 2007 at 11:13 am

    I’d love to try it out too, so hard to get an invitation! If you have one left, please mail me :)

    reaper.fourtyseven@gmail.com

  98. Mandeep

    February 21st, 2007 at 12:45 pm

    Hello there .. can someone pleaes send me a Joost inviatation at mal2011@gmail.com ? I promise to send an invitation to anyone you recommend. God bless you & your family.

  99. Jim Barr

    February 21st, 2007 at 6:50 pm

    If anyone has a spare Joost invitation, I’d love to get one. I want to try it out and review it on my Tips site.

    Thanks!

    -Jim Barr jim@barr.net

  100. Ed Vandit

    February 22nd, 2007 at 10:36 am

    just moved into a new house not getting cable… no $$$…
    please send me an invitation! thanks! I’m Poland…

  101. Shaun

    February 22nd, 2007 at 6:47 pm

    Hey if you guys need joost invites so bad, head over to http://www.joostswap.com and offer a trade for one. If you’ve got invitations, go on and head over to get something for them. Worth a shot right?

  102. Alfonso Bermudez

    March 9th, 2007 at 11:45 am

    I would like to be invited to Joost

    lovebird785@yahoo.com

  103. holdup37

    March 11th, 2007 at 6:37 am

    please, i seek a invitation for Joost. my imail is :
    pasdepubici@gmail.com

  104. Russ

    March 11th, 2007 at 10:23 am

    Can someone send me an invitation to be a beta tester. I’ve used Slingbox and Sqeezebox for a couple of years now. Even used my PocketPC to watch HBO from my home cable box while I was vacationing in Turkey. What I’ve read about this project so far is that it sounds like a KISS project, that’s what people want. Having a dozen remotes each with dozens of buttons becomes mind numbing. I know of too many people who just can’t cope. I’d like to be a part of the beta so I can contribute my opinions on it’s user friendliness…I’ve worked in IT for over 40 yrs, I designed and programmed systems and can recognize a good user interface. Technology serves mankind, let’s not have to change mankind to serve technology….Thanks for your consideration. (bltassoc@gmail.com)

  105. vett

    March 12th, 2007 at 1:56 pm

    Any folks out there with a big heart to give me a invite would be greatly appreciated. Thanks
    vettibadu@rediffmail.com

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