Zjarr, an Albanian television channel, goes above and beyond the many other methods used to get attention.
A few years ago, their decision to utilize news anchors sans bras caused a lot of controversy, and many people are still debating whether it was bold and innovative or plain excessive.
In a time when women have fought bravely for equality in the workplace, respect for their dignity, and an end to being objectified in the media, an Albanian news program revived the debate with a shockingly bold decision.
TV channel ZJARR made news in 2016 for its provocative programming, which featured anchors wearing scant clothing, in an effort to attract viewers and boost ratings.
The TV presenters had their coats open, with nothing underneath, when they were delivering the latest news. It generated a great deal of discussion in Albania, a small and traditional country in the European Balkans.
According to the TV station’s owner, the plan worked and might have even been necessary given Albania’s history.
The country was held captive for 40 years by Enver Hoxha, the notorious communist dictator who ruled from 1944 until his death in 1985. His reign was marked by societal mistrust, civic persecution, and strict censorship.
Ismet Drishti, the owner of Zjarr TV, told AFP in 2016 that the audience in Albania, where political interests dominate the news, required a channel that would expose the information like it is — naked.
“A little unconventional”
Drishti pledged that their hosts’ nudity was a way for them to demonstrate their transparency and neutrality on television.
We don’t sell sex; we just copy the news as it is. “It’s symbolic and good publicity,” Drishti continued.
The idea was so effective that the owners sought to grow it. For a period, Zjarr TV considered adopting the same method to broadcast news bulletins with “bare information” in both French and English.
The concept also brought fame to the channel’s hosts. One was Enki Bracaj, a 21-year-old host of a global news program. The soaring statistics indicate that many viewers were moved by her eye-catching clothing, which often showed off her cleavage.
Most people believe that her presentation style is a little unusual, even though we are always improving it. It doesn’t seem to be hurting her ratings in any way, to be honest,” a station official stated.
talked to her parents.
Enki Bracaj proved she was anything but a traditional journalist when she landed her prestigious job by arriving for her interview with her blouse open.
At the time, the young woman was studying public relations at her local university. Regarding her decision to go braless for the on-screen test, she stated in 2016 that “I just found a way to put myself ahead in this competitive industry.”
Speaking on how to stand out, Enki stated, “It was clear that if I wanted to succeed, I needed to be brave and offer something different.” Enki continued by saying that after talking to her parents about her choice, their support made everything easier.
terminated after receiving an offer from a Playboy
Zjarr TV, however, had clear rules about what its newscasters could and could not do. Although Enki claimed to be dissatisfied with her salary when she formally left the channel, her peers implied that she had another reason.
The real reason was that when Enki Bracaj accepted a modeling deal with Playboy, her TV station superiors felt she had overreached herself. The Daily Mail claims that nudity and even topless bathing are still taboo in conservative Albania, where Muslims make up about 60% of the population.
Finding a new celebrity
When the well-liked Bracaj was fired, the channel had to recruit a replacement. They decided on Greta Hoxhaj, a 24-year-old presenter with a bit more expertise. Similar to Enki, she began working nearly naked.
“I worked hard for five years in local television, where I remained unnoticed,” Hoxhaj told AFP. He felt content and relaxed. “I have no regrets because I rose to fame in just three months.”
In her everyday life, she typically dressed like other women her age, but every morning at the channel, she transformed into a different character and read the news while sporting a skimpy jacket—preferably pink. Her nude appearance was “only for television, for information,” she asserted.
Zjarr TV is not the only site where female anchors have disclosed all. For instance, a Venezuelan news website host stripped naked to celebrate the Copa America football championships’ victory.
Pictures from the Albanian channel and videos of the attractive news anchors went viral on social media. One of the naked speakers’ videos on YouTube has around 700,000 views and continues to be well-liked.
While many internet users were eager to find out where they might see the controversial show, others are coming out to demand greater accountability from the media in the fight for equality and respect.
One internet critic called the move “outrageous” and “disgustingly sexist,” while another remarked, “It’s pathetic to have accepted such a thing just to be on screen.”
Greta Hoxhaj’s photos are frequently shared on Facebook, sparking contentious debates. Sometimes, these discussions veer into a broader debate about television presenters’ clothing choices.
On a number of shows, far too many TV women wear necklines that are too low. In the latest AGT, the two women wore extremely questionable outfits. “Now, I don’t care what women wear in their daily lives, but TV should have better standards,” one individual remarked.
Still, opinions are divided.
I don’t mind this image at all. It will raise awareness of the news, particularly among men,” someone else wrote.
“The channel can be changed at any time by anybody.”
It’s noteworthy that Albanian feminist groups and journalist associations have responded in a rather muted manner. Zjarr TV has not received a lot of support from these groups.
“There is a diversity of choice, and everyone is free to change the channel,” says Leonard Olli, a journalist and public relations expert in Tirana, the capital.
Aleksander Cipa, President of the Union of Albanian Journalists, however, criticized the station’s use of half-naked news anchors. “Nudity cannot save the media, which will do whatever it takes to survive,” he stated.
Bouquets are a timeless fashion accessory.
Additionally, the star of the show, Hoxhaj, appeared mildly angered by the criticism in this particular case. In an interview, Hoxhaj says she hardly notices the constant compliments and comments about her.
“What matters most to me is my professional accomplishment and my recent reputation. I have a beautiful, love-filled existence,” she remarked.
Her neighborhood loves her, gives her lots of compliments, and closely monitors her career. Many even offer advice for each of her TV shows’ episodes. During the “Zbardhi” show, many viewers call in to compliment me, and I receive a ton of comments in my email. There is nothing more magnificent than that! In addition, I always have flowers—not even twice a week!
