serial communication code,whats wrong in this?

org 000h

mov A,pcon
setb acc.7
mov pcon,A
mov tmod,#20h
mov th1,#-3
mov scon,#50h
setb tr1

mov DPTR,#rfid

h_1: clr a
movc A,@a+dptr
jz b_z
acall send
inc dptr
sjmp h_1
b_z:lcall b_1
send:mov sbuf,A
h_2:jnb ti, h_2
clr ti
ret

org 0300h
rfid: DB "re364 acknwlge",0
b_1:
end

i am checking its output on hyperterminal, and its sending me the data continously

what am i doing wrong here??
i just want it to send me "re364 acknwlge" once

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Which micro this is written for? It looks like 8051 but I'm not sure.

yeh at89c51

You LCALL to b_1 but you have no code there. The processor doesn't just stop at the end statement, you need a loop there because the program counter will continue to run.