There are many ways to capture an audience’s attention, but the Albanian television station Zjarr took it to a whole new level. A few years ago, their controversial decision to feature braless news anchors sparked intense debate, and to this day, opinions remain divided on whether it was a bold and innovative move or a step too far.

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

Back in 2016, the Albanian TV channel made global headlines with its unconventional method of boosting ratings—relying on scantily clad female anchors to deliver the news. Instead of traditional professional attire, presenters wore open jackets with nothing underneath while reporting the latest headlines. The move generated an enormous buzz in Albania, a small and traditionally conservative nation in the Balkans.

The station’s owner, Ismet Drishti, defended the approach, arguing that it was not just about attracting viewers but also about making a statement in a country with a history of strict censorship and media control.

For four decades, Albania was under the rule of communist dictator Enver Hoxha, a leader infamous for his tight grip on information and suppression of free speech. Drishti saw the provocative format as a symbolic response to this 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.

A Different Approach to News Reporting

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

Given the initial success, Zjarr TV considered expanding the concept to include news bulletins in French and English, 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 eye-catching appearance, often featuring plunging necklines, quickly drew widespread attention and significantly boosted the station’s ratings.

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

Family Approval and Career Ambitions

Bracaj’s path to becoming a TV presenter 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 highly competitive industry.

She later revealed that she had consulted with 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 within the station suggested that her dismissal was linked to her decision to pose for Playboy. In conservative Albania—where around 60 percent of the population is Muslim—nudity remains taboo, and her association with the magazine was reportedly deemed inappropriate.

A New Face of Zjarr TV

Following Bracaj’s departure, the station needed a new star. Enter 24-year-old Greta Hoxhaj, who, like her predecessor, embraced the 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.”

While she dressed 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 unique 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 racked up nearly 700,000 views on YouTube and continues to draw attention.

While many viewers eagerly 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 even 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 clear—Zjarr TV’s daring approach made a lasting impact on the media landscape