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American cinephiles will soon be able to enjoy their movies without sex, violence, swearing - indeed, without any of the interesting bits.
Wal-Mart, the country's mightiest retailer, is preparing to ship a $79 DVD player that automatically strips out potentially offensive content.
The gadget, made by French-owned RCA, aims to tap into mounting concern in the US about media standards.
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Now let's hope that no crazy religious group gets the idea of asking that the technology be included in every DVD player sold in the US.