There are countless ways to capture attention, but the Albanian TV station Zjarr pushed the boundaries with a bold approach.
Years ago, their choice to feature news anchors without bras sparked strong reactions and remains a topic of debate today. Opinions are divided: some view it as daring and innovative, while others see it as crossing ethical boundaries.
In a time when women have fought tirelessly for workplace equality, dignity, and an end to objectification in media, Zjarr reignited the controversy with a strikingly unconventional move.
In 2016, the station made headlines for its provocative strategy—having anchors present the news in open blazers with nothing underneath. This daring format created a stir in Albania, a conservative Balkan nation in southeastern Europe, and drew widespread attention.
The owner of Zjarr TV described the approach as both successful and, in some ways, necessary given Albania’s history. For four decades, the nation endured the oppressive rule of Enver Hoxha, a communist dictator who governed from 1944 until his death in 1985. His regime was marked by harsh censorship, civil repression, and pervasive societal mistrust.
“In a country where political forces manipulate the news, audiences needed a platform that would deliver information in its purest form—completely ‘naked,'” Ismet Drishti, the owner of Zjarr TV, explained in an interview with AFP in 2016.
Drishti described the decision as “a bit unconventional,” emphasizing that the partial nudity of the presenters symbolized transparency and impartiality in reporting.
“We’re not selling sex; we’re delivering the news as it truly is. It’s both a symbolic gesture and effective publicity,” he stated.
Encouraged by the format’s success, the station even considered expanding the concept by broadcasting news bulletins in French and English, maintaining the same “bare” approach to delivering unfiltered information.
The concept quickly transformed Zjarr TV’s presenters into household names, with Enki Bracaj, a 21-year-old international news host, becoming a breakout star. Her daring outfits, often showcasing her cleavage, captured viewers’ attention and significantly boosted the channel’s ratings.
“Most people agree her presentation style is unconventional, but we’re working on refining it. That said, her popularity with viewers speaks for itself,” a channel spokesperson remarked.
Parental Support and Bold Career Choices
Bracaj, who was studying public relations at the time, secured her role by auditioning with an unbuttoned blouse, setting herself apart in the competitive industry. Reflecting on her decision, she shared, “I realized I needed to be bold and different to get ahead.” She also revealed that she had consulted her parents beforehand, whose support helped solidify her confidence.
Departure and Controversy
Despite her rising stardom, Bracaj’s career at Zjarr TV was cut short. Officially, she left due to dissatisfaction with her salary, but insiders suggested another reason: her acceptance of a modeling opportunity with Playboy. In conservative Albania, where 60% of the population is Muslim, nudity remains a cultural taboo, and this move was seen as crossing a line by the station’s management.
Finding a New Star
Following Bracaj’s departure, the channel turned to 24-year-old Greta Hoxhaj, a more seasoned presenter, to fill the void. Like her predecessor, Hoxhaj embraced the channel’s provocative style. “I spent five unnoticed years in local TV,” she told AFP. “But within three months here, I became a star.”
Hoxhaj explained that her revealing outfits were purely a professional persona, describing her on-air look, often a pink jacket with no top underneath, as part of delivering “information with style.”
A Viral Phenomenon
The channel’s bold format quickly gained international attention. Similar stunts have occurred elsewhere, such as in Venezuela, where a news presenter stripped to celebrate a football victory. Videos of Zjarr TV’s unclothed anchors went viral on social media, with one clip amassing nearly 700,000 views on YouTube and continuing to draw fascination worldwide.
While many internet users were curious about where they could tune in to the controversial program, others voiced concerns, calling for greater accountability in the media’s role in promoting respect and equality.
“It’s pathetic to stoop to this level just to be on screen,” one online critic remarked, while another described the move as “outrageous” and “blatantly sexist.”
Photos of Greta Hoxhaj frequently surface on social media, particularly Facebook, fueling ongoing debates. These discussions often broaden into conversations about the overall attire of television presenters.
“There are far too many women on TV wearing outfits with excessively low necklines. On the last episode of AGT, the dresses worn by two women were highly inappropriate. While I don’t care how people dress in their personal lives, TV should uphold better standards,” one commenter argued.
Opinions, however, remain split.
“I don’t see any issue here. If anything, it might help men pay closer attention to the news,” another person countered.
“The Choice is Yours”
Interestingly, feminist organizations and journalist associations in Albania have offered little response to Zjarr TV’s bold approach. The station’s decision has sparked surprisingly minimal backlash from these groups.
“There’s a variety of programming available, and viewers are free to switch channels if they don’t like what they see,” noted Leonard Olli, a journalist and public relations expert based in Tirana.
Another Zjarr TV newsreader. The story was on the Albanian potato crop…or was it Syria. Did I even have sound on? pic.twitter.com/IrUggDTfdh
— A.C. Edwards (@thesecurityguy1) February 28, 2016
Aleksander Cipa, President of the Union of Albanian Journalists, took a firm stance against the use of scantily clad news anchors, criticizing it as a desperate ploy to address deeper issues within the media industry. “Nudity is not the solution to the media crisis, which resorts to anything for survival,” he stated.
Unbothered by Criticism
Despite the controversy, Greta Hoxhaj herself appeared largely unfazed by the backlash. In an interview, she admitted paying little attention to the endless stream of comments—whether critical or complimentary.
“What matters most to me is thriving in my career and embracing the fame that comes with it. I live a wonderful life, full of love and happiness,” she said.
A Neighborhood Favorite
Hoxhaj remains beloved in her community, where neighbors frequently compliment her and offer advice on her shows. She shared that her audience’s admiration extends beyond her immediate circle. “My inbox is flooded with messages, and viewers often call in during the Zbardhi show to share their appreciation. There’s no greater joy than this! And let’s not forget—I’m never without flowers, at least twice a week!” she added.
What’s your take on Greta’s unconventional style? Do you see it as a bold move or a step too far?
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