The controversial decision by Zjarr TV in Albania to feature braless news anchors has sparked a heated debate that has captivated audiences worldwide. In a bold move, the station aimed to combine entertainment with news delivery, but this choice raised questions about respect, dignity, and the role of women in the media. The move has led to a mix of admiration and criticism, with some praising the innovation, while others see it as crossing the line.
The Bold Move by Zjarr TV
In 2016, Zjarr TV, an Albanian news station, made headlines by featuring braless news anchors. Their unconventional approach aimed to grab attention and boost ratings in a country that has a history of strict censorship and social control. Albania, once under the oppressive rule of communist dictator Enver Hoxha, had long struggled with the limitations of free speech and media manipulation. Zjarr TV owner Ismet Drishti explained that the goal of the braless presentation was to present news “naked”—stripped of manipulation and bias, offering transparency to the viewers.
Drishti argued that the approach wasn’t about selling sex but about pushing for clarity in how news is presented. While some applauded this transparency, others felt the station crossed a line, objectifying women in the process. Despite the backlash, the station saw success with this format, and the anchors became celebrities in Albania.
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The Rise of Enki Bracaj
One of the standout figures from Zjarr TV was Enki Bracaj, a young and ambitious anchor who used her bold fashion choices to gain attention. Enki’s open jacket style, which often revealed her cleavage, helped skyrocket the station’s ratings. Enki, a public relations student at the time, explained that she had consulted her parents before deciding to audition in a braless outfit. Her decision was based on the need to stand out in a competitive industry.
However, her time with Zjarr TV was short-lived. Enki’s decision to model for Playboy led to her departure from the station. Although Zjarr TV officially stated that Enki left due to salary dissatisfaction, it was widely believed that the modeling gig was the real reason for her departure. In conservative Albania, where nudity is still taboo, the station was not willing to tolerate her crossing the line into full nudity.
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The Controversy and Criticism
The use of braless news anchors did not go unnoticed. While some viewers supported the bold approach, others expressed outrage. Many internet users felt the station was exploiting its female anchors, and the videos of the presenters went viral, generating millions of views. Critics called the move “outrageous” and “disgustingly sexist,” arguing that it undermined the credibility of news and objectified women.
The criticism was particularly strong from those advocating for women’s rights, who felt that this trend undermined the hard-fought battle for equality in the workplace. Despite these concerns, some viewers supported the idea, claiming that the attention-grabbing format was simply a way to attract more viewers and make the news more engaging.
Greta Hoxhaj Takes Over
After Enki Bracaj left the station, Zjarr TV found a new star in Greta Hoxhaj. Greta, who had worked in local television for years without much recognition, quickly became a sensation after adopting the braless approach. She wore revealing jackets while presenting the news, but in her personal life, she dressed like other women her age. Greta made it clear that her on-screen attire was strictly for television and that her goal was to stand out and gain recognition in the competitive world of media.
While Greta’s new persona helped elevate her career, it also drew criticism. Some viewers found her presentation style to be too provocative, while others appreciated her boldness. Despite the divided opinion, Greta seemed unbothered by the negative comments. In interviews, she expressed confidence in her career choices, and many of her fans supported her unique style.
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Global Impact and the Ongoing Debate
Zjarr TV’s braless news anchors were not the first to make headlines for their provocative on-screen attire. In Venezuela, a presenter stripped down to celebrate the Copa America football championships, sparking a similar debate. However, the case of Zjarr TV gained significant attention due to Albania’s conservative nature and the stark contrast between the country’s past censorship and the boldness of the news channel’s approach.
Despite the backlash, Zjarr TV continued to broadcast its unconventional news format, and the controversy raged on. Some commentators argued that the debate about women’s attire in the media was part of a broader conversation about media standards. Others believed that this was simply an entertainment tactic, akin to sensationalism in the news industry.
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The Feminist Response
Interestingly, feminist groups in Albania have had little to say about the issue. Some argue that there is room for diverse forms of media presentation and that viewers are free to change the channel if they don’t approve of the content. Others, like Aleksander Cipa, President of the Union of Albanian Journalists, criticized Zjarr TV’s approach, saying that nudity was not the solution to Albania’s media crisis.
Final Thoughts
Zjarr TV’s braless news anchors continue to stir debate about the role of women in media, respect, and professionalism. While some view this approach as an innovative way to engage viewers and stand out in a crowded media landscape, others see it as a step backward in the fight for equality and dignity in the workplace. The ongoing discussions surrounding Zjarr TV’s unconventional format highlight the complexity of media ethics, the role of women in the news industry, and the ever-changing landscape of public opinion.
For more on how the media industry can evolve and address issues of sexism and objectification, read these articles:
