An Albanian news channel is employing almost topless news readers in a literal attempt to offer viewers the “naked truth.” Women wearing only open jackets appeared on the Zjarr TV presenting her bulletin hit headlines when they first appeared on the screen last year.

Greta Hoxha, 24, is a news presenter on Zjarr TV, has shot to popularity for her near naked appearances on the shows. She has replaced Enki Bracaj, 21, who was fired after she agreed to pose for the Playboy magazine.

“I worked hard for five years in local television where I remained unnoticed,” Hoxhaj told AFP in the studio. “I regret nothing — in the space of three months, I became a star.”

Zjarr TV owner Ismet Drishti said that since the channel launched this new and unique venture, the number of viewers have been growing.

“In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is — naked,” Drishti told AFP. “We don’t sell sex, we reproduce the news as it is. It’s both symbolic and good publicity.”

Hoxhaj reads the news every day at 7:30 pm in a revealing jacket, preferably pink. However, she said she dresses up in regular wears like any other woman in her everyday life. She added that her look on the television is only “for television, for information.” Hoxhaj is also studying law and psychology besides being a news reader.

However, in the conservative Balkan country, where 60 percent of the population is Muslim and 20 percent Christian, the TV bosses couldn’t take the risk of having completely topless news readers. The Mirror reported that Hoxhaj made it to news herself last November by wearing nothing but a waist jacket to protect her modesty, on Albania’s Liberation Day.

“It underlines why I love working in the media,” she said on a previous occasion. “We are doing something here which is original.”