The old saying is that sex sells, it also apparently helps news ratings as well. 

Some former top Boston Anchors say that stations would 'sex up" the Anchors to try and grab viewers. 

WCVB Anchor Heather Unruh, who recently left the station after 15 years, said on New England Living online magazine that women are “encouraged” to dress more provocatively on air.

Former longtime WCVB Anchor Natalie Jacobson says newscasts have taken on a less professional tone as sleeveless dresses with low necklines, large earrings, and heavy makeup become standard.

“The clothing, for me, I never wanted it to get in the way of the story. And now you could make the case that maybe it does,” Jacobson said. “The ladies are asked to dress, I guess, in a certain way, like they’re going to a cocktail party.”

The Boston Herald writes that Emily Rooney, also formerly of WCVB and now a WGBH-TV personality, said women have come to accept the appearance standard.

“I think all of the women are encouraged to dress provocatively, and a lot of them do,” Rooney said, noting station execs have even taken the weather report and “totally sexed it up.”

“I’m not even sure I disapprove that much,” Rooney said. “You do what you have to do to survive.”

Morra Aarons-Mele, founder of Boston-based Women Online marketing agency, said the trend matches an intensifying focus, fueled by social media, on women’s looks in both public and private life.

“I think that we are going backwards,” she said. “Probably a lot of it has to do with the tough times in the media business and their struggle to get eyeballs.”

Susan Wornick, who had a 35-year career at Channel 5 before retiring in 2014, said the trend challenges the all-important premise of not overshadowing the news.

“That was always our goal, to not be part of the story,” she said. “I don’t think that anybody can turn on local television news and not notice that there is a certain trend that is different than it was when I was enjoying my career.”