Albanian TV station Zjarr is no stranger to controversy, and a few years ago, they ignited a fierce debate with a bold decision that continues to raise eyebrows today. The station’s choice to feature braless news anchors sparked a wave of discussion, with opinions split between whether it was an innovative step or a blatant crossing of the line.
In an era where women have fought tirelessly for equality, dignity in the workplace, and an end to objectification in the media, Zjarr’s provocative format stirred emotions and reignited long-standing debates about how women are portrayed in media. The news channel’s decision to use scantily clad anchors, a move made in 2016, garnered significant attention, not just in Albania, but globally.
A Bold Move for Ratings
Zjarr TV, looking to boost ratings and attract viewers, opted for a format where its female presenters delivered the news in revealing outfits—often wearing open jackets with nothing underneath. This approach was highly unconventional, especially in Albania, a conservative country in the Balkans with a significant Muslim population. However, according to the TV station’s owner, Ismet Drishti, the provocative style was not just a ploy for viewership, but also a symbolic gesture aimed at breaking down the barriers of censorship and political manipulation in the media.
Drishti defended the decision, saying, “In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is—naked.” He asserted that the nudity symbolized transparency, stating, “We don’t sell sex, we reproduce the news as it is. It’s both symbolic and good publicity.”
The approach seemed to work. Zjarr TV enjoyed a surge in viewership, and the channel’s female news anchors became local celebrities. One such star was 21-year-old Enki Bracaj, whose on-screen presence, combined with her revealing outfits, made her a household name. Her bold style, which often showcased her cleavage, resonated with viewers, pushing ratings to new heights.
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 decision to feature braless news anchors was met with a wide range of reactions. While the station enjoyed a significant ratings boost and their presenters became stars, there was no shortage of criticism. Images of the Zjarr TV presenters quickly spread across social media, with some videos of the anchors receiving hundreds of thousands of views on YouTube.
Critics argued that the station’s tactic was nothing more than a gimmick, exploiting women’s bodies to gain attention. One online user commented, “It’s pathetic to have accepted such a thing just to be on screen,” while others called it “disgustingly sexist.” The controversy highlighted broader issues surrounding how women are portrayed in media, with some demanding greater accountability from broadcasters.
Surprisingly, however, feminist groups and journalist associations in Albania remained relatively quiet on the matter. There were no widespread protests or significant public outcry from these organizations. Leonard Olli, a journalist and PR specialist in Tirana, suggested that viewers could simply “change the channel” if they didn’t like what they saw. But not everyone shared this indifferent view. Aleksander Cipa, President of the Union of Albanian Journalists, criticized the station’s approach, stating, “Nudity cannot resolve the crisis in the media, which will do anything to survive.”
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