There are lots of ways to get people’s attention, but the Albanian TV station Zjarr really takes it up a notch.
A few years back, they made headlines by having news anchors who didn’t wear bras, which caused a lot of mixed feelings. Even now, people are still arguing about whether it was a daring move or just too much.
In a time when women have worked really hard for equal treatment at work, respect, and to stop being seen as objects in the media, this Albanian news show brought back a big debate with their shocking decision.
In 2016, ZJARR made waves by using a bold style — having anchors dress in revealing outfits — to pull in viewers and increase their ratings.
The news presenters wore jackets that were open with nothing underneath while sharing the latest stories. This created a huge stir in Albania, which is a small and more traditional country in the Balkans, Europe.
The owner of the TV station claimed that this approach worked well and might have even been necessary, given Albania’s past.
For four decades, the nation was controlled by Enver Hoxha, a famous communist dictator who was in power from 1944 until he passed away in 1985. His rule was marked by heavy censorship, oppression of the people, and a feeling of distrust among society.
”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 explained that the hosts being naked was meant to show honesty and fairness on TV.
“We’re not selling sex; we’re just sharing the news as it really is. It’s a symbol of our message and also helps with publicity,” Drishti said.
The owners were really happy with how well it was doing, so they thought about making it bigger. For some time, Zjarr TV looked into the idea of showing news updates in French and English, sticking to the same simple style.
This idea also made the channel’s hosts really famous. One of them was Enki Bracaj, who was 21 and hosted a show about international news. Her stylish outfits, which sometimes showed a bit of her cleavage, seemed to connect with a lot of viewers, causing the ratings to go up a lot.
”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 for the channel commented.
Consulted with her parents
Enki Bracaj got her amazing job after she auditioned with her blouse unbuttoned, showing that she wasn’t your typical journalist.
Back then, she was studying public relations at her local college. In 2016, she talked about her choice to go without a bra during the audition, saying, “I just found a way to stand out in this tough industry.”
Enki expressed her views on being unique: “I realized that if I wanted to make it, I had to be bold and bring something new to the table.” She also mentioned that she talked to her parents before making her choice, and their encouragement really helped her.
Fired after Playboy offer
Zjarr TV had specific rules about what their news anchors could do. Enki officially said she left because she wasn’t happy with her pay, but her coworkers suggested there was more to the story.
Enki Bracaj got a modeling job with Playboy, and that’s when her bosses at the TV station got really upset. In Albania, where most people are Muslim, nudity and even showing your top are still considered very inappropriate. They thought she had gone too far. according to Daily Mail.
Finding a new star
When the well-known Bracaj was let go, the channel had to find someone new to take his place. They picked Greta Hoxhaj, a 24-year-old presenter who had a bit more experience. Just like Enki, she also started her job in a pretty revealing outfit.
“I worked really hard for five years at local TV, and nobody really noticed me,” Hoxhaj shared with AFP, sounding cheerful and relaxed. “I have no regrets—within just three months, I became a star.”
In her daily life, she usually dressed like other women her age, but every morning at the channel, she changed into a different character, wearing a flashy pink jacket to deliver the news. She explained that her revealing style “is just for TV, for delivering the news.”
Criticism
Zjarr TV isn’t the only place where female anchors have bared it all. In Venezuela, for instance, a presenter on a news website stripped naked to celebrate the success in the Copa America football championships.
Images from the Albanian channel spread like wildfire, and videos featuring the attractive news anchors went viral on social media. One clip of the unclothed presenters garnered nearly 700,000 views on YouTube and continues to attract attention.
A lot of people online were really curious about where to watch the controversial show, but there are also others who are speaking up for the media to be more responsible in promoting respect and equality.
”It’s pathetic to have accepted such a thing just to be on screen,” commented one online critic, while another called the move ”outrageous” and ”disgustingly sexist.”
Greta Hoxhaj’s pictures often show up on Facebook, leading to lots of discussions. Sometimes, these talks grow into a bigger topic about the way TV hosts choose to dress overall.
Some TV shows have a lot of women wearing really low-cut outfits. In the latest episode of AGT, the two women had on dresses that were pretty inappropriate. I mean, I don’t mind what women choose to wear in their daily lives, but I think TV should have higher standards. commented one individual.
However, opinions remain divided.
I don’t think there’s anything wrong with this picture. It might actually help guys pay more attention to the news, wrote someone else.
”Everyone is free to change the channel”
It’s kind of surprising that feminist groups and journalist associations in Albania haven’t reacted much. Zjarr TV hasn’t really sparked a lot of response from these organizations.
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
Leonard Olli, a journalist and PR specialist from Tirana, mentioned that there are lots of choices out there, and anyone can change the channel whenever they feel like it.
However, Aleksander Cipa, President of the Union of Albanian Journalists, took a more critical stance on the station’s tactic of using half-naked news anchors. “Nudity cannot resolve the crisis in the media, which will do anything to survive,” he stated.
Never short on bouquets
Hoxhaj, who was the star of the event, didn’t seem too affected by the negative comments. In an interview, she said that she hardly pays attention to all the feedback, whether it’s good or bad.
“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 community, everyone adores her and keeps up with her career, showering her with compliments. Many fans even share their opinions about each episode of her TV show. “I receive tons of messages, and a lot of viewers call in during the ‘Zbardhi’ show to say nice things about me. It feels amazing! Plus, I often get flower bouquets — sometimes more than twice a week!”
Do you like Greta’s unique style, or do you think news anchors should follow stricter rules on how they present the news?
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