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New member joins bid for ‘.MLS’ domain

16 MLSs backing effort to obtain ICANN approval

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The Northeast Florida Multiple Listing Service is the newest member of the MLS Domains Association, a nonprofit company formed in March to create and manage a new "generic" top-level Internet domain: .MLS.A total of 16 MLSs have signed up to date as founding members of the MLS Domains Association, each paying more than $13,000 in fees that could be lost if the effort does not succeed.The group has estimated it will need to raise about $185,000 in order file an application to obtain and manage the .MLS domain with the Internet Corporation for Assigned Names and Numbers (ICANN).Backers of the effort hope that at least 175 of the nation's roughly 900 MLSs will sign up by the fourth quarter of 2010, not only to cover the cost of the application process but to demonstrate that the MLS Domains Association represents the industry.The group wants to make the .MLS top-level domain available only to multiple listing services, so that consumers can distinguish them from third-party list...