With this filter, we focus exclusively and magnify negative aspects of something while filtering out all the positive aspects of a situation.

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"This is an absolute tragedy, but the ramifications of which we've got to make sure we don't magnify, " said Mr Kennett, the former state premier of Victoria.

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In fact, says Magnify Digital CEO Moyra Rodger, producers and broadcasters are scrambling to catch up with the data as we speak.

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