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HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query-continue>
    <embeddedin geicontinue="10|Stub|4524" />
  </query-continue>
  <query>
    <pages>
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      <page pageid="3235" ns="0" title="The Centre for Faith and the Media" contentmodel="wikitext" pagelanguage="en" touched="2014-12-14T22:03:53Z" lastrevid="29315" counter="2971" length="1458" />
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      <page pageid="3760" ns="0" title="Shai Awards" contentmodel="wikitext" pagelanguage="en" touched="2015-04-04T12:15:57Z" lastrevid="30213" counter="31381" length="7861" />
      <page pageid="3855" ns="0" title="Sheila Wray Gregoire" contentmodel="wikitext" pagelanguage="en" touched="2014-12-14T22:03:53Z" lastrevid="29251" counter="2936" length="831" />
      <page pageid="4104" ns="0" title="Electronic Christian Media" contentmodel="wikitext" pagelanguage="en" touched="2014-12-14T22:03:53Z" lastrevid="29292" counter="6396" length="1258" />
      <page pageid="4183" ns="0" title="David Graves" contentmodel="wikitext" pagelanguage="en" touched="2014-12-14T22:03:53Z" lastrevid="29291" counter="7747" length="376" />
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  </query>
</api>