Albanian TV’s bold choice to feature braless news anchors is igniting discussions on transparency, media standards, and cultural representation in a traditionally conservative country.
In a bold and controversial strategy to attract viewers, Albanian television station Zjarr decided to hire a young journalist to deliver the news without a bra. This unconventional move immediately sparked interest and heated debates.
The approach challenged conservative norms in a country where about 60% of the population identifies as Muslim, leading to a massive wave of social media reactions, both from Albania and internationally.
Despite the divided opinions, the strategy turned out to be highly effective in drawing attention to the channel.
Zjarr TV’s owner, Ismet Drishti, explained to AFP that the channel’s unique presentation of the “naked truth” resonated with viewers in a political landscape often perceived as being controlled and manipulated.
“We’re not selling sex; we’re sharing the news as it is,” said Drishti, highlighting that the decision to go braless was intended as a symbol of openness and transparency in delivering the news.
This daring approach was first introduced in 2016, with 21-year-old Enki Bracaj as the anchor. Enki’s bold appearance quickly gained her widespread attention and made her a media sensation almost overnight.
A spokesperson for Zjarr TV acknowledged the unconventional nature of the style but pointed out that it hadn’t harmed the station’s ratings—in fact, it seemed to have the opposite effect.
“It was Enki’s idea,” they explained, adding that Enki first appeared for her interview wearing an open blouse, which ultimately sparked the concept for the new format.
Enki shared that her family supported her choice, understanding that making bold moves is sometimes necessary to stand out in a competitive industry like broadcasting.
When Enki eventually left Zjarr TV, rumors began circulating that her departure was linked to dissatisfaction with her salary. However, the station claimed that her decision to pose for Playboy crossed a professional boundary.
Her successor, 24-year-old Greta Hoxhaj, carried on the trend. In an interview with AFP, Greta shared how the new style helped her gain immediate recognition and catapulted her into the limelight.
After spending five unnoticed years on local television, Greta finally experienced the fame she had been longing for, and she embraced her new role wholeheartedly.
As clips and photos of the anchors went viral, they sparked a wide array of reactions online. Many viewers raised concerns about the media’s responsibility to uphold certain values, with one commenter stating that television should strive for “better standards.”
At the same time, other viewers came to the anchors’ defense, dismissing the criticisms as unnecessary and irrelevant.
Even as the President of the Union of Albanian Journalists criticized the approach, arguing that nudity isn’t the solution to media challenges, Greta Hoxhaj remained unfazed by public opinions.
She expressed her contentment with her career and the attention it has brought her, sharing that she’s “living a beautiful life filled with love.”
An image of several female anchors from Zjarr TV was recently shared on X (formerly Twitter) by the account COLOURZ with the caption: “Albanian TV anchors are always braless to boost the audience on Zjarr TV”
One person commented: “This is quite unprofessional in my own opinion,”
Another added: “Could be a comfort choice or a fashion statement,”
Yet another remarked: “This doesn’t make sense to me,”, while a fourth chimed in: “It’s meant to boost viewership ratings…”
What’s your take on this unconventional and provocative approach to broadcasting the news?
