The Albanian TV station Zjarr has raised eyebrows with its unconventional approach to news presentation, taking attention-grabbing to a whole new level. Several years ago, the station made waves by featuring braless news anchors, sparking a heated debate that continues to this day. Some consider it bold and innovative, while others see it as crossing a line in the ongoing fight for equality and respect for women. In 2016, Zjarr TV gained significant media attention by airing news with anchors dressed in revealing outfits, including open jackets with nothing underneath. The approach created a stir in Albania, a small, conservative Balkan nation. The station’s owner, Ismet Drishti, defended the move, saying it was a reaction to the country’s political history under the communist regime of Enver Hoxha, who ruled with an iron fist from 1944 to 1985. Drishti explained that, in a country where news has often been manipulated, Zjarr aimed to present the truth “naked,” symbolizing transparency and impartiality.“We don’t sell sex, we reproduce the news as it is. It’s both symbolic and good publicity,” Drishti told AFP.The idea turned out to be a success, helping Zjarr TV garner higher ratings. Some presenters, like Enki Bracaj, became overnight stars due to their attention-grabbing appearances. Bracaj, 21 at the time, was known for her revealing outfits, which many viewers found appealing. She admitted that she used her bold fashion choices to stand out in the competitive industry, even consulting with her parents before taking the plunge.However, Bracaj’s stint at Zjarr TV ended when she accepted a modeling job with Playboy, which the station’s management considered crossing a line in a conservative society. Albania is a predominantly Muslim country, and nudity and toplessness remain taboos.After Bracaj’s departure, Zjarr TV turned to Greta Hoxhaj, a 24-year-old who quickly became a star with her own revealing wardrobe choices. Like Bracaj, Hoxhaj wore outfits designed to grab attention, including jackets that exposed her cleavage while delivering the news. She emphasized that her appearance was “only for television,” and that she dressed like any other woman when not on air.The controversy surrounding Zjarr TV’s choice of presenters went viral, sparking mixed reactions online. Some defended the station’s decision, saying it made the news more engaging, while others criticized it as sexist and degrading. One critic described the approach as “pathetic,” while another called it “outrageous.”Feminist groups and journalists in Albania have been relatively quiet on the issue. Leonard Olli, a journalist and PR specialist, defended viewers’ ability to change the channel if they didn’t like the format. Meanwhile, Aleksander Cipa, President of the Union of Albanian Journalists, criticized Zjarr TV’s method, saying that nudity could not fix the crisis within the media industry.Despite the backlash, Hoxhaj appeared unphased, focusing on her career and the positive feedback she receives from her fans. “What matters to me is that I’m doing well, both in my work and in my newfound fame. I live a beautiful life filled with love,” she said.Hoxhaj remains a popular figure, receiving compliments and flowers regularly from viewers. “I receive countless messages, and viewers often call in to compliment me during my show. There’s nothing more wonderful than that!” she added.While the station’s approach to news presentation is undoubtedly controversial, it has sparked ongoing discussions about how media should present women and the boundaries of professionalism in broadcasting.What do you think about Zjarr TV’s unique style? Should there be more boundaries in how news anchors present themselves, or is this just a fresh take on the industry? Share your thoughts in the comments on Facebook!
