There are many ways to grab attention, but Albanian TV station Zjarr takes it to a whole new level. A few years ago, their decision to feature braless news anchors stirred up emotions — and to this day, people are still debating whether it was bold and innovative or simply crossing the line.
A Bold Choice in a Conservative Country
In 2016, Zjarr TV caused a stir in conservative Albania by featuring scantily clad news anchors. The TV presenters wore open jackets with nothing underneath while delivering the latest news. This provocative format attracted viewers and boosted ratings.
The TV stations owner, Ismet Drishti, believed that in a country with a history of political manipulation of the news, the audience needed a medium that presented information transparently. According to Drishti, the braless news anchors symbolized transparency and impartiality.
The Rise of the Braless News Anchors
One of the key stars to emerge from this unique format was Enki Bracaj. Enki auditioned for the job with her blouse open, proving that she was far from the traditional journalist. She believed that to succeed, she needed to be brave and offer something different. With her parents’ support, Enki became an international news presenter, often dressed in eye-catching outfits that resonated with viewers.
However, Enki’s journey with Zjarr TV came to an end when she accepted a modeling job with Playboy. Her employers believed that this crossed a line, as nudity remains taboo in conservative Albania.
Enter Greta Hoxhaj
After Enki’s departure, the channel sought a replacement and found Greta Hoxhaj. In her everyday life, Greta dressed like any other woman her age, but on screen, she transformed into a different persona, donning revealing outfits to read the news. Within three months, Greta became a star.
Opinions on this bold format remain divided. Some argue that it attracts more attention to the news, while others believe there should be more boundaries in how news anchors present themselves.
A Mixed Response
Interestingly, the response from feminist groups and journalist associations in Albania has been rather muted. While some criticize the station for using half-naked news anchors as a tactic, others believe that viewers have the freedom to change the channel and choose what they want to watch.
Greta Hoxhaj, the star of the show, pays little attention to the criticism. She is focused on doing well in her work and enjoying her newfound fame. In her neighborhood, she receives adoration and compliments, with many offering advice for her TV show.
What are your thoughts on this unique news presentation? Do you think there should be more boundaries, or do you appreciate the boldness? Share your thoughts in the comments on Facebook!
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