There are countless ways to capture an audience’s attention, but the Albanian television station Zjarr took things to a whole new level. A few years ago, their controversial decision to feature braless news anchors sparked intense debate, dividing public opinion on whether it was an innovative approach or a step too far.

In an era where women have fought tirelessly for workplace equality, respect, and an end to objectification in the media, Zjarr’s unique broadcasting style reignited discussions about the role of appearance in journalism.

A Shocking News Format

Back in 2016, Zjarr TV made global headlines with an unconventional method to boost ratings—having female anchors present the news in revealing outfits. Instead of wearing traditional professional attire, they donned open jackets with nothing underneath while reporting on the latest headlines.

The move caused an uproar, particularly in Albania, a small and traditionally conservative Balkan nation. However, station owner Ismet Drishti defended the approach, insisting it was about more than just attracting viewers. According to him, it was a statement against strict censorship and media control in the country.

For decades, Albania was under the rule of communist dictator Enver Hoxha, whose regime tightly controlled the press and suppressed free speech. Drishti viewed this provocative format as a symbolic response to that history. “In Albania, where news is often manipulated by political forces, the audience needed a platform that presents the truth as it is—completely uncovered,” he told AFP in 2016.

Redefining Transparency in Journalism

Drishti maintained that the nudity was not meant to be sexual but rather to emphasize transparency and impartiality in news reporting. “We don’t sell sex; we simply present the news as it is. It’s both a symbolic gesture and effective publicity,” he stated.

With initial success, Zjarr TV even considered expanding its concept to include news bulletins in French and English while keeping the same revealing format.

One of the biggest breakout stars of this approach was 21-year-old Enki Bracaj, who hosted an international news segment. Her daring on-screen presence, featuring plunging necklines, instantly captured widespread attention and boosted the station’s ratings.

“Most people acknowledge that her style is unconventional, but that hasn’t hurt her popularity at all,” a station spokesperson commented at the time.

Family Approval and Career Choices

Bracaj’s journey into television was far from traditional. She landed the high-profile role after auditioning with her blouse open, proving she was willing to push boundaries in a competitive industry.

Interestingly, she revealed that she consulted her parents before making the decision to present in such attire. With their support, she felt confident about her choice. “It was clear that if I wanted to stand out, I needed to be bold and offer something different,” she explained in an interview.

However, there were limits to what Zjarr TV would tolerate. While Bracaj officially left the channel over salary disputes, sources suggested that her decision to pose for Playboy contributed to her exit. In conservative Albania—where around 60% of the population is Muslim—nudity remains a sensitive issue, and her association with the magazine was reportedly seen as a step too far.

The Next Face of Zjarr TV

Following Bracaj’s departure, the station needed a new star. Enter 24-year-old Greta Hoxhaj, who embraced the same revealing on-air style.

“I worked hard for five years in local television without anyone noticing me,” Hoxhaj said. “I have no regrets—within three months, I became a star.”

Despite dressing like any other woman her age in daily life, her on-screen persona was different. “My appearance is just for television. It’s all about delivering the news,” she explained.

Public Reaction and Criticism

The controversy surrounding Zjarr TV wasn’t confined to Albania. Similar incidents have occurred elsewhere, such as in Venezuela, where a news website presenter stripped down to celebrate a Copa America soccer victory.

Images and videos of Zjarr’s presenters quickly went viral on social media. One video featuring the braless anchors amassed nearly 700,000 views on YouTube and continues to draw attention.

While many viewers searched for ways to watch the controversial broadcasts, others criticized the practice, arguing that it undermined journalism and disrespected women.

“It’s pathetic that someone would accept this just to get on television,” one online critic commented, while another called it “outrageous” and “blatantly sexist.”

The debate expanded to broader discussions about female TV personalities’ attire, with some complaining about revealing outfits across various programs.

“There are too many women on TV with plunging necklines. I don’t care what people wear in their personal lives, but television should uphold higher standards,” one commenter argued.

Others disagreed. “I don’t see the issue. If anything, it makes people more engaged with the news,” another viewer remarked.

A Divided Perspective

Despite the controversy, responses from feminist groups and journalist associations in Albania remained relatively muted.

“There’s plenty of choice out there. If someone doesn’t like it, they can change the channel,” said Leonard Olli, a journalist and PR expert in Tirana.

However, Aleksander Cipa, President of the Union of Albanian Journalists, took a more critical stance. “Nudity won’t solve the media crisis. Channels will do anything to survive,” he stated.

Living the Dream

Through it all, Hoxhaj remained unfazed by the criticism. “I barely pay attention to the comments,” she said. “What matters is that I’m doing well in my career and enjoying my newfound fame.”

She also shared that her community supports her, offering advice and encouragement. “I receive countless messages, and viewers call in to compliment me. There’s nothing more rewarding than that. Plus, I always have fresh bouquets of flowers—not just once, but twice a week!”

While the debate over braless news anchors may never fully settle, one thing is certain—Zjarr TV’s daring approach left a lasting mark on the media landscape.