You are adding view "v" each time. You should add it when cell is nil.
if (result == nil)
{
result = [[UITableViewCell alloc]initWithStyle:UITableViewCellStyleSubtitle
reuseIdentifier:BookTableViewCell];
result.selectionStyle = UITableViewCellSelectionStyleNone;
UIView *v=[[UIView alloc] init];
v.tag = 1000;
[[result contentView] addSubview:v];
[v release];
}
UIView *v = [cell viewWithTag:1000];
//Set framme and color here..
//Do rest of the stuff