There are many ways to attract attention, but the Albanian TV channel Zjarr has taken it to a completely new level.
A few years ago, its decision to feature news anchors without bras caused a wave of controversy—and to this day, people continue to argue over whether it was a bold, innovative move or a step too far.
At a time when women are fighting hard for workplace equality, respect for their dignity, and an end to objectification in the media, the Albanian news program reignited debate with a shockingly daring choice.
In 2016, ZJARR TV made headlines by adopting a provocative format in which female anchors wore revealing outfits to attract viewers and boost ratings.
While delivering the latest news, the presenters appeared in open blazers with nothing underneath. This sparked a major reaction in Albania, a small and relatively conservative Balkan country in Europe.
According to the channel’s owner, the approach proved successful—and perhaps even necessary—given Albania’s history.
For 40 years, the country was under the grip of Enver Hoxha, the notorious communist dictator who ruled from 1944 until his death in 1985. His regime was marked by strict censorship, repression of citizens, and a climate of social distrust.
“In Albania, where the news is manipulated by political forces, viewers needed a media outlet that would deliver information as it is—naked,” said Zjarr TV owner Ismet Drishti in an interview with AFP in 2016.
“A bit unconventional”
Drishti insists that the anchors’ nudity is meant to symbolize transparency and impartiality in television.
“We are not selling sex; we are presenting the news as it is. It’s symbolic—and it’s also good advertising,” he said.
Because the project proved so successful, the owners even considered expanding the concept. For a time, Zjarr TV explored the idea of broadcasting news in French and English using the same “naked information” format.
The concept also turned the channel’s anchors into stars. One of them was 21-year-old Enki Bracaj, who hosted the international news. Her striking outfits, often highlighting her cleavage, clearly appealed to many viewers, leading to a rapid rise in ratings.
“Most people agree that her presentation style is somewhat unconventional, but we are working on that. Honestly, it doesn’t seem to be hurting her ratings at all,” a channel representative commented.
Consulted her parents
Enki Bracaj earned her high-profile role after auditioning in an open blouse, proving she was far from a traditional journalist.
At the time, she was studying public relations at a local university. In 2016, she explained her decision to go without a bra during on-screen tests, saying: “I simply found a way to stand out in this competitive industry.”
She added: “It was clear that if I wanted to succeed, I needed to be bold and offer something different.” Enki also said she consulted her parents before making the decision, and their support made it easier.
Fired after a Playboy offer
However, there were clear limits to what Zjarr TV would tolerate from its news anchors. Officially, Enki left the channel due to dissatisfaction with her salary—but colleagues hinted at another reason.
The real issue, they suggested, was that when Enki Bracaj accepted an offer to model for Playboy, her employers felt she had crossed a line. Nudity—and even topless sunbathing—remains taboo in conservative Albania, where around 60 percent of the population is Muslim, according to the Daily Mail.
Searching for a new star
After the popular Bracaj was dismissed, the channel needed a replacement. They chose a more experienced 24-year-old anchor, Greta Hoxhaj. Like Enki, she also began appearing nearly unclothed on air.
“For five years, I worked hard at local television and went unnoticed,” Hoxhaj told AFP with a cheerful, relaxed smile. “I regret nothing—within three months, I became a star.”
In everyday life, she dressed like other women her age. But every morning at the station, she transformed into a different persona, donning a revealing—preferably pink—blazer to read the news. According to her, her scantily clad look was “only for television, only for information.”
Criticism
Zjarr TV is not the only place where female presenters have appeared nude. In Venezuela, for example, a news website host stripped completely naked to celebrate a football victory at the Copa América.
Footage from the Albanian channel spread rapidly online, and videos of the attractive news anchors went viral on social media. One clip featuring the scantily dressed presenters reached nearly 700,000 views on YouTube and continues to attract attention.
While many internet users searched for ways to watch the controversial program, others spoke out, calling on the media to show greater responsibility in the fight for respect and equality.
“It’s sad that you agreed to this just to be on screen,” one online critic commented, while another called the move “outrageous” and “disgustingly sexist.”
Images of Greta Hoxhaj frequently circulate on Facebook, sparking ongoing debates. Sometimes these discussions expand into broader conversations about how television presenters dress in general.
“There are too many women on TV wearing extremely low-cut outfits on various shows. On the latest episode of AGT, two women wore VERY questionable dresses. I don’t care what women wear in daily life, but there should be stricter standards on television,” one viewer wrote.
Others disagreed.
“I don’t see anything wrong with this. It will make men, especially, pay more attention to the news,” another person commented.
“Everyone can change the channel”
Interestingly, reactions from feminist groups and journalists’ associations in Albania were relatively muted. Zjarr TV did not face significant backlash from these organizations.
“There is a variety of choice, and everyone is free to change the channel,” said Leonard Olli, a journalist and public relations expert in the capital, Tirana.
However, Alexander Cipa, president of the Union of Albanian Journalists, took a more critical stance toward the channel’s tactic of using semi-nude news anchors. “Nudity cannot solve the crisis in media outlets that will do anything to survive,” he stated.
Never short of flowers
Despite the criticism, the show’s star—Hoxhaj herself—appeared only mildly shaken by the backlash. In one interview, she said she pays little attention to the endless comments and compliments.
“What matters to me is that everything is going well—both in my work and in my newfound fame. I live a beautiful life filled with love,” she shared.
In her neighborhood, she is adored, showered with compliments, and closely followed in her career. Many even offer advice for each episode of her show. “I receive countless messages in my inbox, and many viewers call during the show Zbardhi to praise me. There’s nothing better than that! And I never lack bouquets of flowers—sometimes even twice a week!”
Are you a fan of Greta’s unique style, or do you believe there should be clearer boundaries when it comes to how news is presented on television?
