In today’s media landscape, attention-grabbing tactics are everywhere, but a TV station in Albania took things to an entirely new level by featuring braless news anchors. This bold move sparked heated debates that continue to divide opinion. Was it a clever marketing strategy that pushed boundaries or simply an exploitation of women for ratings?
The controversy began in 2016, when the Albanian TV channel Zjarr introduced a new format featuring news presenters who wore open jackets with no tops underneath while delivering the news. This daring approach raised eyebrows in Albania, a conservative country in the Balkans, where issues of media ethics and the portrayal of women have been hotly debated.
A Bold Experiment in Transparency
The owner of Zjarr TV, Ismet Drishti, defended the station’s choice, claiming that the “bare” approach was meant to symbolize transparency. According to Drishti, the news was being presented “naked,” in an effort to strip away political biases and manipulation that had plagued Albania’s media. “In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is – naked,” he told AFP in 2016.
Drishti believed that the unconventional presentation of news could help restore the credibility of the media in a country with a long history of censorship under its communist regime. While he described the station’s approach as both symbolic and good publicity, many viewers were less convinced, raising concerns over the objectification of female journalists.
The Rise of Enki Bracaj
The braless news anchors quickly became the focal point of the controversy, with one anchor, Enki Bracaj, gaining significant attention. At just 21 years old, Enki’s eye-catching outfits, often revealing cleavage, helped boost the station’s ratings. Enki was candid about her decision to stand out in the competitive world of journalism. In a 2016 interview, she shared that she had to be “brave and offer something different” to succeed. She even revealed that she had consulted with her parents before making the decision to go braless during her audition, and their support gave her the confidence to take the risk.
However, her career at Zjarr TV didn’t last long. Officially, she left the channel due to dissatisfaction with her salary, but rumors suggested that her choice to model for Playboy played a significant role in her departure. Nudity and toplessness remain highly taboo in conservative Albania, and her move to accept a Playboy offer seemed to cross a line that her employers at Zjarr TV weren’t willing to tolerate.
Greta Hoxhaj Takes Over
After Enki’s departure, Zjarr TV found another rising star in 24-year-old Greta Hoxhaj, who followed in her predecessor’s footsteps by adopting a similarly revealing style. Greta, who had worked for years in local television without much recognition, soon became a household name after joining Zjarr TV. She wore a pink jacket, often leaving much to the imagination, and managed to capture the attention of viewers across Albania.
In an interview, Greta explained that her daring on-screen persona was strictly a television persona and not a reflection of her everyday style. “My look is only for television, for information,” she explained. Despite her professional success, Greta’s approach to news presenting was not without its critics.
The Divided Response
While Zjarr TV’s use of braless anchors led to higher ratings, it also sparked intense public debates. Some viewers were critical, claiming that the use of such tactics to attract attention was an objectification of women. One critic commented, “It’s pathetic to have accepted such a thing just to be on screen,” while another called the move “outrageous” and “disgustingly sexist.”
On the other hand, there were those who supported the channel’s approach, saying it brought a fresh and exciting element to the news. “I see nothing wrong with this picture. It will make particularly men more attentive to the news,” one individual wrote in a comment.
Despite the online buzz, feminist groups and journalist associations in Albania remained relatively quiet about Zjarr TV’s controversial decision. Leonard Olli, a journalist and PR specialist, argued, “There is a diversity of choice, and everyone is free to change the channel.” However, Aleksander Cipa, President of the Union of Albanian Journalists, criticized the station’s tactic, stating, “Nudity cannot resolve the crisis in the media, which will do anything to survive.”
Fame and Criticism for Greta Hoxhaj
Greta, for her part, appeared to take the criticism in stride. In interviews, she expressed that she wasn’t bothered by the endless comments and compliments she received. “What matters to me is that I’m doing well, both in my work and in my newfound fame,” she said, adding that she enjoyed the attention and love from her fans. “I live a beautiful life filled with love,” she shared with a smile.
Despite the criticism, Greta’s popularity has only continued to grow. She has become a beloved figure in her neighborhood, receiving flowers and compliments regularly. While some argue that her success is based on her appearance, Greta insists that her style is simply part of the TV persona she’s created.
Is It Empowering or Objectifying?
The debate surrounding Zjarr TV’s braless anchors raises important questions about the representation of women in the media. Is it empowering for women to take control of their image and use their bodies to gain attention, or does it simply reinforce harmful stereotypes and objectify them? The response to Zjarr TV’s format has been mixed, with some viewers appreciating the novelty of the approach, while others see it as a step backward for women’s equality in the workplace.
Ultimately, the conversation about women in the media continues to evolve, with discussions about the boundaries between empowerment and exploitation remaining at the forefront. What’s clear is that Zjarr TV’s choice to feature braless news anchors certainly started a conversation — one that is still ongoing.
What do you think about the practice of braless news anchors? Do you see it as a bold, empowering choice, or do you feel it crosses a line? Let us know your thoughts!
Sophia Reynolds is a dedicated journalist and a key contributor to Storyoftheday24.com. With a passion for uncovering compelling stories, Sophia Reynolds delivers insightful, well-researched news across various categories. Known for breaking down complex topics into engaging and accessible content, Sophia Reynolds has built a reputation for accuracy and reliability. With years of experience in the media industry, Sophia Reynolds remains committed to providing readers with timely and trustworthy news, making them a respected voice in modern journalism.
