A few years back, a decision by an Albanian news channel to feature braless news anchors set off a wave of reactions that continue to divide opinion. Was it a bold move to attract viewers, or did it go too far by using female presenters as visual bait? This ongoing debate highlights the larger question of women’s representation in media and their decades-long fight for respect and equality in the workplace.
In 2016, ZJARR TV, a local channel in Albania, made headlines with a daring decision: to have news anchors dress in revealing clothing while reading the news. Anchors wore jackets without anything underneath, a choice that sparked considerable reactions in Albania, a small, conservative country in the Balkans with deeply rooted traditional values.
Ismet Drishti, the owner of ZJARR TV, defended this decision, attributing it to the unique political and cultural climate of Albania. Albania had a turbulent past, especially under the four-decade rule of Enver Hoxha, a communist dictator who ruled with strict censorship and heavy control, leaving the nation isolated and suppressed until his death in 1985.
“In Albania, where news is often manipulated by political influences, viewers needed an outlet that would present information openly and without bias,” Drishti told AFP in 2016. “The ‘bare’ presentation of news symbolizes this transparency.”
He clarified that the unconventional outfits of the anchors were not about selling sex but rather about sending a message of honesty and openness. “We’re sharing the news as it is, without dressing it up. This approach garners attention and, surprisingly, works quite well for us.”
The move quickly increased the channel’s popularity and even sparked the idea of expanding internationally. For a time, ZJARR TV considered broadcasting in French and English with the same “bare information” style, hoping to capture a broader audience.
The approach also brought fame to some of the anchors themselves, such as Enki Bracaj, a 21-year-old anchor for a global news program. Her bold style, characterized by partially open jackets, struck a chord with audiences, driving ratings to new heights.
“Most people agree her style is unconventional,” a channel representative noted, “but it clearly hasn’t hurt her viewer numbers.”
When asked about her choice of attire, Bracaj explained that she used it as a strategy to stand out. She was studying public relations at the time and acknowledged that the news industry is competitive. “In this field, I had to be daring and bring something new,” she said. She also discussed her decision with her parents, whose support helped her feel confident in taking the bold step.
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However, her career at ZJARR TV was cut short after she accepted an offer to model for Playboy. Although she cited salary dissatisfaction as her reason for leaving, colleagues hinted at deeper issues. Albania remains a conservative society where nudity and even topless beachgoing are still controversial topics, particularly given that around 60% of Albanians identify as Muslim.
Following Bracaj’s departure, ZJARR TV brought in a new anchor, Greta Hoxhaj, a 24-year-old with more experience. Like Bracaj, she embraced the channel’s attention-grabbing approach, quickly becoming a sensation.
“I worked hard in local TV for five years, and no one really noticed me,” Hoxhaj said in an interview with AFP. “In just three months here, I became a star.” Off-camera, Hoxhaj dresses like other women her age, but on the air, she dons bold, attention-catching outfits specifically for her news segments. “It’s just for the camera,” she explained. “When I’m off work, I dress normally.”
The channel’s unique approach has attracted both curiosity and criticism. While some viewers appreciate the unconventional style, others see it as inappropriate for serious news reporting. Images of the anchors have gone viral, sparking conversations across social media platforms. One YouTube video featuring the braless presenters reached nearly 700,000 views.
Opinions on ZJARR TV’s approach are highly polarized. Some people criticize the choice, arguing it’s a poor reflection of journalistic standards and calling it “sexist.” Others defend it as a harmless attempt to boost viewership. “If you don’t like it, change the channel,” commented one viewer. Interestingly, Albania’s feminist groups and journalists’ associations have largely remained silent on the controversy, choosing not to weigh in publicly.
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Even Albanian journalist and PR expert Leonard Olli expressed a neutral view, emphasizing that viewers have the freedom to watch or switch channels as they wish. However, Aleksander Cipa, President of the Union of Albanian Journalists, criticized the use of nudity to attract viewers. “Nudity isn’t the answer to the media crisis. The industry must find other ways to survive,” he stated.
Greta Hoxhaj, now the face of ZJARR TV, has taken the criticism in stride. During a recent interview, she shared that, while she is aware of the comments, she doesn’t let them affect her. “What matters to me is that I’m succeeding in my career and embracing my newfound fame,” she said. Her community remains supportive, often sending messages of praise and encouragement, and she enjoys the steady stream of flowers sent to her station weekly.
The debate over ZJARR TV’s approach reflects broader societal discussions about the role and image of women in the media. While some appreciate the channel’s daring presentation style, others argue for higher standards and more respectful representation. Whether ZJARR TV’s experiment will have a lasting impact on Albanian media remains uncertain, but it has undeniably left a mark on its viewers and the industry.
Are you a fan of Greta’s bold approach, or do you believe there should be boundaries in how news anchors present the news?
