In a bold and controversial move, Albanian TV station Zjarr grabbed headlines by featuring news anchors delivering updates while wearing open jackets with nothing underneath. This provocative approach, introduced in 2016, aimed to boost ratings and provide what the station owner described as “transparent and naked” news reporting.
Breaking Tradition in a Conservative Culture
Albania, a historically conservative country with a significant Muslim population, was once under the strict rule of communist dictator Enver Hoxha. Zjarr TV owner Ismet Drishti defended the decision, explaining it as both a statement of transparency and a way to attract attention in a competitive media environment. “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.
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Stars and Controversy
The format quickly turned its anchors into household names. Enki Bracaj, 21, became an instant star after auditioning with her blouse open. While Bracaj gained fame, her choice sparked mixed reactions. Some praised her boldness, while critics called it exploitative.
After a short stint, Bracaj left the channel, reportedly due to salary disputes. Others speculated her Playboy modeling offer may have been a factor. Following her departure, the station introduced Greta Hoxhaj, who also adopted the revealing style and achieved similar fame.
Divided Opinions
While Zjarr TV achieved its goal of heightened visibility, the decision reignited global debates about objectification and media ethics. Some critics called the move “outrageous” and “sexist,” while others defended it as innovative. Feminist groups in Albania have largely remained silent, but journalist Aleksander Cipa criticized the tactic, stating, “Nudity cannot resolve the crisis in the media.”
In contrast, viewers and fans have continued to praise the anchors for their confidence and charisma. Greta Hoxhaj shared that she remains unfazed by criticism, focusing instead on her newfound fame and the support of her community.
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A Broader Media Conversation
Zjarr TV’s choice raises important questions about media standards and the balance between creativity and professionalism. Is this approach a step forward in rethinking traditional broadcasting, or does it undermine efforts to promote respect and equality in the workplace?
What do you think? Should there be stricter boundaries for how anchors present the news, or does this innovative style reflect changing societal norms?
