The action-line comes in the of what historically took place, and how anti-Semitism affected the lives of everyday people.

Viewers are thus positioned to grow to love the main characters, while the author essentially silences the Christian perspective. Tevye has no prediction into future events, however he hints at instability in his opening remarks.

This creates causality with the audience’s anticipation of the storyline’s affect on the momentary stability, but also shows this character’s general wisdom.

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INSPIRATION FROM RESEARCH The objective of research was to find out how our audience used messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from research was that messaging, both and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.

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