DS80C400 doesnt show 400000 content.

Hi,
I have D80c400 evaluation kit and I am tring to read memory location 400000h.
According to application note 606. The controller stores 'TINI' hex values, but when I read the loaction I am not getting the same value as mentioned.

unsigned char *ptrROM;
unsigned int locationCounter;
ptrROM = (unsigned char *)0x400000h;
for(locationCounter =0; locationCounter<9;locationCounter++)
printf("\r\ ROM value at = %x", *(ptrROM++));