Albanian TV station Zjarr made headlines by featuring braless news anchors, sparking ongoing debates about media ethics and sensationalism.

A Daring Experiment

In 2016, Zjarr introduced news anchors in revealing outfits to boost viewership. The station’s owner, Ismet Drishti, claimed it symbolized openness and transparency in a country with a history of political censorship.

The move gained massive attention, with presenters like Enki Bracaj becoming overnight stars. Bracaj, a 21-year-old global news host, stood out for her bold presentation style, skyrocketing the channel’s ratings.

Controversy and Consequences

Bracaj later left Zjarr, allegedly due to low pay, but reports suggested her Playboy modeling offer led to her dismissal. Conservative Albania, where 60% of the population is Muslim, found the move too provocative.

The channel replaced her with Greta Hoxhaj, a 24-year-old with more experience. Like Bracaj, she embraced the sensational format, stating: “I worked in TV for five years unnoticed. Now, in three months, I’m a star.”

Public Reactions

The concept sparked mixed reactions. Some saw it as an entertainment gimmick, while others criticized it as sexist and unprofessional. However, feminist and journalist organizations in Albania largely remained silent.

Aleksander Cipa, President of the Union of Albanian Journalists, dismissed the strategy: “Nudity won’t solve media crises.” Others, like journalist Leonard Olli, suggested that viewers simply change the channel if they disapprove.

Despite backlash, presenters like Hoxhaj remain unbothered, enjoying fame and public adoration, with flowers and fan messages flooding in regularly.