Albanian TV Station’s Controversial Approach: Bold Innovation or Crossing the Line?
Television has always been a platform for grabbing attention, but Albanian network Zjarr TV took that concept to extraordinary lengths. Years ago, their decision to feature braless news anchors sparked a wave of controversy, leaving audiences divided. Even now, debates rage on about whether their approach was a daring innovation or a step too far.
In a world where women continue to fight for workplace equality and the rejection of objectification in media, Zjarr TV’s provocative choice reignited old controversies. The channel made headlines in 2016 with a strikingly unconventional strategy: delivering news through scantily clad presenters.
Anchors, dressed in open jackets without anything underneath, presented the day’s stories—a move that both shocked and captivated Albania, a traditionally conservative Balkan nation.
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A Radical Move Rooted in History
The channel’s owner, Ismet Drishti, defended the bold approach as both a publicity strategy and a statement about transparency in Albanian media.
“For decades, Albania was under strict control,” Drishti explained, referencing the oppressive rule of dictator Enver Hoxha from 1944 to 1985. “The media was censored and manipulated. Albanians deserve news that is raw and unfiltered—naked, if you will.”
While critics questioned the ethics of using scantily clad anchors, Drishti maintained that the decision wasn’t about selling sex but about challenging traditional norms and drawing attention to truth in reporting.
A Ratings Sensation
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Unsurprisingly, the format drew a surge of viewers. One of the network’s breakout stars, 21-year-old Enki Bracaj, became a household name. Her daring outfits and confident presence resonated with many, propelling her to instant fame.
Enki later shared her perspective, admitting that her choice to audition with an unbuttoned blouse was calculated. “I knew I had to stand out in this competitive industry,” she said. Despite criticism, she credited her parents’ support for helping her make such a bold move.
However, her rising stardom hit a snag when she accepted an offer to model for Playboy. While official statements cited salary disputes as the reason for her departure, insiders suggested that the network dismissed her for crossing a line.
A Successor Steps In
Following Enki’s exit, Zjarr TV turned to Greta Hoxhaj, a 24-year-old presenter with prior local television experience. Greta quickly embraced the role, transforming into a star within months.
“I worked hard for years without much recognition,” she revealed. “But now, I’ve made a name for myself.” Greta’s on-air persona featured revealing jackets, a deliberate departure from her everyday attire, which she described as “ordinary.”
While Greta acknowledged the criticism, she remained unfazed. “I focus on my work and the positive feedback from viewers,” she said, emphasizing her gratitude for the opportunities the platform provided.
Mixed Reactions
The bold strategy by Zjarr TV sparked a whirlwind of reactions online and beyond. Videos featuring the network’s presenters went viral, attracting both fans and detractors. Some viewers appreciated the innovative approach, arguing it made news more engaging, while others condemned it as sexist and objectifying.
Criticism wasn’t limited to online commentators. Aleksander Cipa, President of the Union of Albanian Journalists, dismissed the tactic as a shallow attempt to address deeper issues in media. “Nudity won’t solve the challenges facing journalism,” he said.
On the other hand, some media professionals took a more neutral stance. “There’s a diversity of options out there. People can simply change the channel if they don’t like it,” said Leonard Olli, a journalist based in Tirana.
Fame Amid Controversy
Despite the backlash, Greta Hoxhaj appeared unbothered by the intense scrutiny. “I’m proud of my work,” she said, sharing how she’s embraced her newfound fame. Admirers often send her messages, call into her show, and even deliver bouquets of flowers regularly.
Greta’s story underscores the blurred lines between innovation and controversy in modern media. For her, the benefits outweigh the criticisms. “What matters is that I’m succeeding, both professionally and personally,” she said.
A Broader Debate
The spectacle of Zjarr TV has fueled ongoing discussions about standards in media. Should anchors’ appearance play such a pivotal role in broadcasting, or does this distract from the content they deliver?
For some, the controversy raises important questions about gender representation and respect in the workplace. Others view it as a harmless, creative way to draw attention in an increasingly competitive media landscape.
What do you think? Is Zjarr TV’s approach a bold statement or a misstep? Share your thoughts with us on Facebook or in the comments below!