There are many ways to capture an audience’s attention, but the Albanian TV station Zjarr took it to another level. Their decision to feature braless news anchors ignited a heated debate that continues to stir controversy to this day.

In an era where women have fought tirelessly for workplace equality, dignity, and an end to objectification in media, an Albanian news program reignited discussions with an undeniably bold approach.

Back in 2016, Zjarr TV made headlines with its unconventional method of boosting ratings. Their formula? Featuring news anchors wearing open jackets with nothing underneath. The approach sparked widespread discussion in Albania, a small and traditionally conservative country in the Balkans.

According to the station’s owner, the decision was not just about attracting viewers but also symbolizing transparency in an industry often accused of bias and manipulation.

For 40 years, Albania was under the tight grip of Enver Hoxha, a communist dictator who ruled from 1944 until his death in 1985. His regime was notorious for its strict censorship, political oppression, and deep-rooted distrust among citizens.

“In Albania, where the news is often manipulated by political interests, audiences needed a medium that would present information as it is—naked,” said Zjarr TV owner Ismet Drishti in a 2016 interview with AFP.

“A Bit Unconventional”

Drishti maintained that his station wasn’t exploiting nudity but rather making a statement about the purity of information.

“We don’t sell sex; we present the news as it is. It’s both symbolic and effective publicity,” he explained.

Due to its success, the channel even considered expanding the concept by offering French and English news bulletins using the same “bare information” approach.

One of the channel’s most talked-about anchors was 21-year-old Enki Bracaj, who hosted an international news program. Her revealing outfits quickly made her a sensation, sending ratings soaring.

“Most agree that her style is unconventional, but honestly, it doesn’t seem to be hurting her ratings at all,” a channel spokesperson noted.

Consulting with Her Parents

Bracaj secured her high-profile position after auditioning with an open blouse, proving she was far from a traditional journalist. At the time, she was studying public relations and saw this as an opportunity to stand out.

“It was clear that if I wanted to succeed, I needed to be brave and offer something different,” Bracaj shared. She also revealed that she consulted her parents before making the decision, and with their support, she moved forward.

Fired After Playboy Offer

Despite pushing boundaries, Zjarr TV had its limits. While Bracaj officially left the station due to salary disputes, insiders suggest a different reason.

She reportedly crossed the line when she accepted a modeling job with Playboy. In conservative Albania, where about 60% of the population is Muslim, nudity and even topless sunbathing remain taboo, according to the Daily Mail.

Finding a New Star

When Bracaj left, the station needed a replacement. They found one in 24-year-old Greta Hoxhaj, a journalist with more experience. Like Bracaj, she embraced the station’s revealing dress code.

“I worked for five years in local television, where no one noticed me,” Hoxhaj told AFP. “I regret nothing—within three months, I became a star.”

She clarified that her on-screen persona was not reflective of her everyday life. “The way I dress is only for television, for delivering information,” she explained.

The Backlash

Zjarr TV is not the only media outlet that has experimented with revealing attire. In Venezuela, a presenter stripped naked on a news website to celebrate a Copa America victory.

Videos of Zjarr TV’s news anchors spread rapidly across social media, with one clip garnering nearly 700,000 views on YouTube.

While some were curious about the program, others criticized it as degrading and harmful to women’s progress in media.

“It’s pathetic to accept such conditions just to be on TV,” one online critic wrote. Another called it “outrageous and disgustingly sexist.”

Hoxhaj’s images frequently appear on Facebook, sparking debates about television standards.

“There are too many female presenters wearing revealing outfits on various shows,” one viewer noted. “TV should have better standards.”

However, others had no issue with the concept.

“I see nothing wrong with this. It will make men pay more attention to the news,” another commenter said.

“Everyone Is Free to Change the Channel”

Despite the controversy, feminist groups and journalist associations in Albania have remained relatively silent on the matter.

“There’s a diversity of choice, and everyone is free to change the channel,” said Leonard Olli, a journalist and PR expert in Tirana.

However, Aleksander Cipa, President of the Union of Albanian Journalists, criticized the station’s approach, stating, “Nudity cannot resolve the crisis in media, which will do anything to survive.”

Never Short on Bouquets

As for Hoxhaj, she seems unfazed by the backlash.

“What matters to me is that I’m succeeding in my career and enjoying my new fame. I have a beautiful life filled with love,” she said in an interview.

She revealed that her local community supports her and often offers advice on her broadcasts.

“I receive countless messages in my inbox, and many viewers call in to compliment me. There’s nothing better than that! Plus, I never go a week without receiving flowers,” she added.

Love it or hate it, Zjarr TV’s approach to news remains a hot topic, proving that sometimes, pushing boundaries is the fastest way to get noticed.