Albanian TV station Zjarr is known for stirring up controversy, and a few years back, they made a bold choice that still gets people talking. Their decision to have news anchors go braless created a big debate, with people divided on whether it was a creative idea or just too much.
In a time when women have been fighting hard for equality, respect in the workplace, and to stop being objectified in the media, Zjarr’s daring approach sparked strong feelings and brought back old discussions about how women are shown in the media. This choice to feature less-dressed anchors, which happened in 2016, caught a lot of attention, not only in Albania but around the world.
A Bold Move for Ratings
Zjarr TV wanted to increase its ratings and draw in more viewers, so it chose a unique approach where its female news presenters wore revealing outfits, often featuring open jackets without anything underneath. This was quite unusual, especially in Albania, a conservative country in the Balkans with a large Muslim community. However, Ismet Drishti, the owner of the TV station, explained that this provocative style was not merely a tactic to gain viewers; it was also a way to challenge censorship and political control in the media.
Drishti stood by this decision, stating, “In Albania, where political powers manipulate the news, the audience needed a platform that would show the truth—bare and honest.” He claimed that the revealing outfits represented transparency, saying, “We’re not selling sex; we’re presenting the news as it is. It’s both a statement and a great way to get attention.”
This strategy appeared to be effective. Zjarr TV saw a significant increase in viewership, and the female news anchors became local stars. One of them, 21-year-old Enki Bracaj, gained fame for her on-screen presence and her daring outfits, which often highlighted her cleavage. Her bold fashion choices connected with viewers and helped boost the channel’s ratings even further.
The Rise and Fall of Enki Bracaj
Enki Bracaj’s journey to fame was unconventional. She landed her high-profile job after auditioning for Zjarr TV with her blouse open, immediately standing out from more traditional candidates. Enki, a public relations student at the time, reflected on her decision, saying, “It was clear that if I wanted to succeed, I needed to be brave and offer something different.” According to her, the move was strategic, a way to get ahead in a competitive industry.
Before making her decision to go braless on screen, Enki consulted with her parents, whose support gave her the confidence to pursue this unique opportunity. While her boldness paid off in terms of fame, her journey with Zjarr TV would be short-lived. When she accepted a modeling gig with Playboy, the station felt she had crossed a line. Despite her popularity, the conservative nature of Albanian society, where topless sunbathing is still taboo, led to her departure from the station. Officially, Enki claimed she left due to dissatisfaction with her salary, but insiders hinted that the Playboy offer was the real reason behind her exit.
Finding a Replacement Star
With Enki gone, Zjarr TV needed a new star to fill the void, and they found her in Greta Hoxhaj. At 24 years old, Hoxhaj had already spent five years working in local television without much recognition. However, like her predecessor, she quickly rose to fame by adopting the same daring approach on air, working in a state of near undress. Greta’s popularity soared, and she admitted in interviews that the controversial format had transformed her career in a matter of months. “I regret nothing,” Hoxhaj stated, explaining that the newfound fame had changed her life.
Despite her on-screen persona, Hoxhaj maintained that her revealing outfits were solely for her role on TV. In her everyday life, she dressed like any other woman her age, but for the camera, she donned the bold wardrobe that had become synonymous with Zjarr TV’s brand.
Mixed Reactions and Criticism
The choice to have news anchors go braless sparked a lot of different opinions. The station saw a big increase in ratings, and the presenters became popular, but they also faced a lot of backlash. Pictures of the Zjarr TV anchors quickly went viral on social media, with some of their videos racking up hundreds of thousands of views on YouTube.
Critics claimed that the station was just using a cheap trick to get attention by objectifying women. One person online said, “It’s sad that they would agree to this just to be on TV,” while others labeled it as “disgustingly sexist.” This situation brought up larger discussions about how women are represented in the media, with some people calling for broadcasters to be held more accountable.
Interestingly, feminist groups and journalist organizations in Albania didn’t make much noise about the issue. There weren’t any major protests or strong reactions from these groups. Leonard Olli, a journalist and PR expert in Tirana, suggested that if viewers didn’t like what they saw, they could just “change the channel.” However, not everyone agreed with this laid-back attitude. Aleksander Cipa, the President of the Union of Albanian Journalists, criticized the station’s method, saying, “Nudity won’t fix the problems in the media, which will do anything to stay afloat.”
The Star’s Perspective
From Greta Hoxhaj’s point of view, the criticism didn’t seem to bother her much. She welcomed the fame and attention that came with her job at Zjarr TV. In interviews, she often dismissed the negative feedback, choosing to focus on the positive support from her fans. “What matters to me is that I’m doing well in my career and enjoying my new fame,” Hoxhaj said. She mentioned that her neighbors and fans loved her, frequently giving her advice for her next show and showering her with compliments and flowers.
As the debate over Zjarr TV’s tactics continues, the station’s approach remains divisive. Some see it as an innovative, if unconventional, way to attract attention and challenge censorship, while others view it as crossing a line, perpetuating the objectification of women in media.
Another Zjarr TV newsreader. The story was on the Albanian potato crop…or was it Syria. Did I even have sound on? pic.twitter.com/IrUggDTfdh
— A.C. Edwards (@thesecurityguy1) February 28, 2016
A Divided Public
Zjarr TV’s choice to have news anchors go braless might have boosted their ratings, but it also sparked significant discussions about how the media influences gender stereotypes. Some people applauded the station for being daring, while others criticized it for treating women like objects for viewers to consume.
As the media landscape changes, conversations about the representation of women and the extremes broadcasters will reach to attract viewers will continue. What’s your opinion—was Zjarr TV’s strategy brave and creative, or did it go too far?
Share your thoughts in the comments below!