In the competitive world of media, grabbing attention often calls for creativity. Yet Albanian TV station Zjarr took this idea to a whole new level, sparking global controversy with their decision to feature braless news anchors. Years later, people still debate whether it was a bold move that challenged norms or an example of crossing ethical boundaries.
Breaking Barriers or Reinforcing Stereotypes?
In 2016, Zjarr TV turned heads with its unconventional tactic: having female news anchors deliver stories in revealing outfits, often wearing open blazers with nothing underneath. This strategy aimed to increase viewership and stood in stark contrast to Albania’s traditional, conservative values. For a country emerging from decades of suppression under communist leader Enver Hoxha, this bold move sent shockwaves through society.
The station’s owner, Ismet Drishti, justified the decision as symbolic, representing the channel’s commitment to “bare truth” in a media landscape he believed was manipulated by political powers. “In Albania, where the news is censored and manipulated, the audience needed a medium that would present information as it is—naked,” Drishti explained to AFP at the time. However, this justification sparked a debate over whether nudity truly symbolized openness or simply commodified women to gain attention.
A Controversial Start
One of the most prominent faces of Zjarr TV during this period was Enki Bracaj, a 21-year-old presenter whose daring style made her an overnight sensation. Known for her bold outfits, Bracaj admitted she auditioned with her blouse unbuttoned to stand out in a highly competitive field. “I realized that to make it, I had to be bold and offer something unique,” she stated, adding that her parents supported her decision, which gave her the confidence to embrace the role.
Bracaj’s unconventional approach paid off—viewership soared, and she quickly became a household name. However, her tenure at the station ended abruptly after she accepted a modeling offer from Playboy. Zjarr TV, which had its own limits on how far anchors could go, felt her decision crossed the line. The move highlighted Albania’s cultural complexities, where nudity remains taboo in a predominantly Muslim country.
A New Face, A Similar Approach
Following Bracaj’s departure, the station introduced Greta Hoxhaj, a 24-year-old presenter with a background in local television. Like her predecessor, Hoxhaj embraced the revealing dress code, which she claimed was just “part of the job.” Her charisma and on-screen presence quickly won over audiences, with many admiring her work ethic and confidence. “I worked for five years in local TV with little recognition. Now, within three months, I’m a star,” she shared in an interview.
Hoxhaj’s fame grew alongside the channel’s ratings, but so did the criticism. Detractors argued that Zjarr TV’s methods undermined the professionalism of journalism, reducing news to a spectacle. Feminist groups and media associations in Albania, however, largely remained silent, a fact that surprised many observers.
Global Attention and Mixed Reactions
The channel’s approach didn’t just garner attention in Albania; it went viral globally. Videos of the braless presenters were shared widely on social media, with some clips amassing hundreds of thousands of views. While some viewers were captivated by the bold presentation, others condemned it as sensationalism at the expense of respect and equality. Critics on platforms like Facebook called the move “outrageous” and “sexist,” questioning why such measures were necessary to gain viewership.
Interestingly, Zjarr TV’s tactic wasn’t entirely unique. In Venezuela, a presenter once stripped naked on air to celebrate a football championship win. These instances highlight a broader debate about the fine line between creative freedom and the objectification of women in media.
Defending the Bold Choice
Supporters of Zjarr TV argued that the channel was simply responding to audience demand and providing a fresh perspective in a competitive industry. Some even suggested that the bold dress code helped viewers pay more attention to the news. Leonard Olli, a journalist and PR expert in Tirana, took a neutral stance, emphasizing that viewers always have the option to change the channel.
Still, not everyone was convinced. Aleksander Cipa, President of the Union of Albanian Journalists, criticized the approach, stating, “Nudity cannot resolve the crisis in the media, which will do anything to survive.”
Fame Amid Criticism
Despite the backlash, Greta Hoxhaj remained unfazed by the controversy. “I barely notice the comments and criticism anymore. What matters to me is doing my job well and enjoying my newfound fame,” she remarked in an interview. Her popularity among viewers was undeniable, with fans frequently praising her work and sending her messages of support. Hoxhaj even mentioned receiving flower bouquets from admirers multiple times a week.
The Ongoing Debate
The story of Zjarr TV raises important questions: Does innovation in media justify breaking societal norms? Or does it perpetuate harmful stereotypes? While some view the channel’s approach as empowering, others see it as a setback for women striving for equality in journalism.
As Zjarr TV continues to make headlines, the conversation around its controversial methods remains alive. What do you think? Are these bold tactics a step forward, or should there be more boundaries in how news is presented? Let us know in the comments on Facebook!
