There are many ways to grab attention, but the Albanian TV station Zjarr takes it to a whole new level.
A few years ago, their decision to feature braless news anchors stirred up emotions — and to this day, people are still debating whether it was bold and innovative or simply crossing the line.
In an era where women have fought hard for equality in the workplace, respect for their dignity, and an end to being objectified in the media, an Albanian news program reignited the controversy with a stunningly bold choice.
Back in 2016, TV channel Zjarr made headlines by using a provocative format — featuring scantily clad anchors — to attract viewers and boost ratings.
The presenters wore open jackets with nothing underneath while delivering the latest news. It sparked major buzz in Albania, a small and conservative country in the Balkans.
According to the station’s owner, the approach was a success — and perhaps even a necessity, considering Albania’s history. For 40 years, the country was ruled by Enver Hoxha, a communist dictator whose regime was marked by strict censorship, civil oppression, and widespread mistrust.
“In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is — naked,” Zjarr TV owner Ismet Drishti told AFP in 2016.
“A bit unconventional”
Drishti insisted that the hosts’ nudity was meant to symbolize transparency and impartiality on television.
“We don’t sell sex, we reproduce the news as it is. It’s both symbolic and good publicity,” he said.
Because the concept was so successful, the owners even considered expanding it. For a time, Zjarr TV explored broadcasting news bulletins in French and English with “bare information,” following the same model.
The format also turned the channel’s presenters into stars. One was 21‑year‑old Enki Bracaj, who hosted an international news program. Her eye‑catching outfits, often revealing her cleavage, resonated with many viewers and boosted ratings.
“Most agree that her presentation style is a bit unconventional, but we are actively working on that. Honestly, it doesn’t seem to be hurting her viewer ratings at all,” a spokesperson said.
Consulted with her parents
Enki Bracaj landed her high‑profile job after auditioning with her blouse open, proving she was far from a traditional journalist.
At the time, she was studying public relations at her local university. In 2016, she reflected on her decision to go braless during her on‑screen test: “I simply found a way to put myself ahead in this competitive industry.”
She added, “It was clear that if I wanted to succeed, I needed to be brave and offer something different.” Enki also said she consulted her parents beforehand, and their support made the decision easier.
Fired after Playboy offer
However, there were limits to what Zjarr TV would tolerate. Officially, Enki left the channel due to dissatisfaction with her salary, but colleagues hinted at another reason.
The real issue was that when Enki accepted a modeling offer from Playboy, her employers felt she had crossed a line. Nudity and even topless bathing remain taboo in conservative Albania, where about 60 percent of the population is Muslim, according to the Daily Mail.
Finding a new star
After Bracaj was fired, the channel needed a replacement. They chose 24‑year‑old presenter Greta Hoxhaj, who, like Enki, also appeared on screen in a state of near undress.
“I worked hard for five years in local television, where I remained unnoticed,” a cheerful Hoxhaj told AFP. “I regret nothing — within three months, I became a star.”
In her everyday life, she dressed like any other woman her age, but each morning at the channel, she transformed into a different persona, donning a revealing, often pink jacket to read the news. Her stripped‑down look “is only for television, for information,” she said.
Criticism
Zjarr TV isn’t the only place where female anchors have bared it all. In Venezuela, for example, a presenter on a news website stripped naked to celebrate a Copa America victory. Images from the Albanian channel spread quickly, and videos of the anchors went viral. One clip of the unclothed presenters reached nearly 700,000 views on YouTube and continues to attract attention.
While many internet users were eager to find out where they could watch the controversial program, others demanded greater accountability from the media in the fight for respect and equality.
“It’s pathetic to have accepted such a thing just to be on screen,” one critic wrote, while another called the move “outrageous” and “disgustingly sexist.”
Images of Greta Hoxhaj frequently circulate on Facebook, sparking ongoing debates. Sometimes, these discussions expand into broader conversations about how TV presenters dress in general.
“There are too many women on TV whose necklines are way too low on various shows. In the last episode of AGT, the two women wore dresses that were VERY questionable. Now, I don’t care what women wear in their everyday lives, but TV should have better standards,” one person commented.
Still, opinions remain divided.
“I see nothing wrong with this picture. It will make men more attentive to the news,” another person wrote.
“Everyone is free to change the channel”
Interestingly, feminist groups and journalist associations in Albania have had a muted response. Zjarr TV has sparked little reaction from these organizations. “There is a diversity of choice, and everyone is free to change the channel,” said Leonard Olli, a journalist and PR specialist in Tirana.
However, Aleksander Cipa, President of the Union of Albanian Journalists, took a more critical stance. “Nudity cannot resolve the crisis in the media, which will do anything to survive,” he said.
Never short on bouquets
As for Hoxhaj, she seemed largely unfazed by the criticism. In an interview, she said she barely pays attention to the constant comments and compliments.
“What matters to me is that I’m doing well, both in my work and in my newfound fame. I live a beautiful life filled with love,” she shared.
In her neighborhood, people adore her, showering her with compliments and following her career closely. Many even offer advice for each episode. “I receive countless messages in my inbox, and many viewers call during the ‘Zbardhi’ show to compliment me. There’s nothing more wonderful than that! Plus, I’m never short on bouquets of flowers — not even twice a week!”
Are you a fan of Greta’s unique style, or do you think there should be more boundaries in how anchors present the news? Share your thoughts in the comments on Facebook!
