In recent years, the media world has seen an unconventional approach to news delivery that has sparked both praise and criticism. A bold decision by the Albanian TV station Zjarr to feature braless news anchors has created a significant stir, igniting debates over media ethics, gender representation, and the fine line between innovation and objectification.
This trend began in 2016 when Zjarr TV took a daring step, allowing their anchors to appear on screen in open jackets with nothing underneath. The aim was to attract more viewers and boost ratings. But while the station’s move was a marketing success, it raised serious questions about respect, professionalism, and the role of women in the media. To this day, the debate continues, especially in conservative Albania, where about 60% of the population is Muslim.
The Bold Experiment
Zjarr TV’s owner, Ismet Drishti, defended the decision, saying the approach was symbolic of transparency. He argued that after decades of censorship and political oppression under communist rule, the public needed a “naked” presentation of the truth. “In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is – naked,” Drishti said in 2016.
The unconventional approach resonated with viewers, and the anchors became stars, especially Enki Bracaj, a 21-year-old who hosted an international news program. Her eye-catching, revealing outfits attracted attention, making her a sensation. Despite the mixed reactions, the program continued to achieve high ratings, prompting the station to consider expanding the format into international markets.
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A Shift in Focus: Enki Bracaj and the Playboy Controversy
Enki Bracaj became the face of the braless news anchor trend. She landed her job by auditioning in a revealing blouse and was fully aware of the attention her choice would attract. “If I wanted to succeed, I needed to be brave and offer something different,” she said. Her decision to consult her parents beforehand shows the personal and professional considerations she weighed.
However, the story took a turn when Enki was offered a modeling job with Playboy. Although she officially left Zjarr TV citing dissatisfaction with her salary, rumors suggested her acceptance of the Playboy job played a role in her departure. Nudity and revealing clothing remain highly taboo in conservative Albania, making her modeling gig controversial. The station likely saw her involvement with Playboy as crossing a line they weren’t willing to accept.
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The New Star: Greta Hoxhaj
With Enki’s departure, Zjarr TV needed a new star. Enter Greta Hoxhaj, a 24-year-old presenter who followed in Enki’s footsteps by donning revealing clothing. Hoxhaj, who had worked in local TV for five years, quickly became the new face of Zjarr TV’s braless format. Her pink jackets and revealing attire made her an instant sensation, and within three months, she had gained widespread recognition.
Greta, however, made it clear that her revealing attire was strictly for television. “I regret nothing. This is a look for television, to deliver the news,” she said. Despite the criticism, she seemed unfazed by the attention. “I live a beautiful life filled with love,” she shared in interviews, brushing off negative comments.
The Public Debate
While many viewers appreciated the attention-grabbing nature of the braless news anchors, the move sparked outrage among others. Critics argue that the format objectifies women and lowers the standards of journalism. One critic called it “outrageous” and “pathetic,” while another voiced concerns about the general state of TV presentation, particularly the “low necklines” often seen on female hosts.
Interestingly, feminist groups and journalist associations in Albania were relatively quiet about the controversy. Leonard Olli, a PR specialist, stated, “There is a diversity of choice, and everyone is free to change the channel.” However, Aleksander Cipa, President of the Union of Albanian Journalists, argued that the tactic was a desperate attempt to survive, saying, “Nudity cannot resolve the crisis in the media.”
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The Global Reaction
Zjarr TV is not the only network where female presenters have pushed boundaries with their attire. In Venezuela, a news presenter stripped naked to celebrate a football victory, but it wasn’t nearly as controversial as Zjarr TV’s approach. Videos of the braless anchors spread widely on social media, generating both curiosity and backlash. Some viewers demanded more accountability from the media, while others found the format amusing and attention-grabbing.
Despite the criticism, Zjarr TV’s ratings soared, and the controversial trend continued to attract global attention. The online discussions sparked broader conversations about women’s representation on television and the expectations placed on female presenters to look a certain way.
Should There Be Limits?
As the debate continues, the question remains: should there be limits on how news anchors present themselves on air? Some believe that women should be free to wear whatever they choose, but others feel that the line between creativity and exploitation is easily blurred.
Greta Hoxhaj’s unapologetic attitude towards the controversy is indicative of the changing landscape of media and gender representation. While some may see her actions as a step toward empowerment, others view it as an example of how far the media is willing to go to attract viewers.
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What do you think? Is this trend empowering women, or does it perpetuate outdated and sexist views about how women should present themselves on screen?
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The controversy surrounding Zjarr TV’s braless anchors will likely continue to divide opinions. What’s clear is that this trend has sparked a much-needed conversation about how women are portrayed in the media and the fine line between creativity, empowerment, and exploitation.