It is Saturday evening and the titles roll at the start of Naked Truth, a summary of the week's news on Moscow's M1 TV.
Svetlana Pesotskaya pouts at the camera and launches into a summary of President Putin's tour of Europe. So far, nothing out of the ordinary. Svetlana has the poise and delivery of any of Russia's top anchors.
But then she flicks at her hair and begins very slowly to unbutton her shirt.
Svetlana is about to take the nudes where nudes have never been before.
As the story unfolds, so does Svetlana. Eyes focused on the auto-cue and maintaining a perfect delivery, she wriggles out of her pale green Chanel jacket and slips her shirt off her shoulder. Svetlana by this point is alone in paying any attention to the news. Everyone else is focused on her perfect sun-tan.
Naked Truth has taken the ratings by storm, transforming the fortunes of a television station whose audience is restricted to half of Moscow. Sergei Moskvin, who invented the show, said it began life as a one-off joke - a light-hearted send-up of Russian current affairs. But interest snow-balled. Eight months later, the show is cult viewing.
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