Albanian TV’s Bold Choice: Braless News Anchors Spark Controversy and Debate
In an unexpected and unconventional move, Albanian television station Zjarr TV has captured global attention by featuring braless news anchors. This decision has ignited discussions surrounding transparency, media ethics, and cultural representation, particularly in a country with strong conservative traditions. While some see it as a marketing strategy to attract viewers, others question the impact on journalism and the integrity of news reporting.
The bold initiative first gained traction in 2016 when 21-year-old Enki Bracaj made headlines as Zjarr TV’s pioneering braless news anchor. Her striking on-air presence immediately set the internet abuzz, drawing a mix of admiration and criticism. Given Albania’s predominantly Muslim population, the approach sparked intense debates about societal norms and the role of media in shaping public discourse. Despite the divided opinions, the station successfully increased its viewership, proving that controversy often fuels engagement.
Ismet Drishti, the owner of Zjarr TV, defended the approach, stating that the station aimed to present the “naked truth” in a media landscape often perceived as biased and controlled. “We’re not selling sex; we’re sharing the news as it is,” Drishti told AFP, emphasizing that the decision was meant to symbolize openness and honesty rather than mere sensationalism. The provocative presentation was designed to stand out in a highly competitive industry where grabbing audience attention is paramount.
According to Zjarr TV representatives, the concept was originally Enki’s idea. During her job interview, she reportedly wore an open blouse, which led to the channel adopting this distinctive presentation style. Enki revealed that her family supported her bold choice, understanding the importance of making a statement in the cutthroat world of broadcasting. However, her tenure at Zjarr TV was short-lived—she later left the station amid rumors of salary disputes and the controversy surrounding her decision to pose for Playboy.
Following Enki’s departure, the trend continued with her successor, 24-year-old Greta Hoxhaj, who quickly embraced the role. Greta had spent five years working in local television with little recognition, but once she joined Zjarr TV, she gained instant fame. Speaking to AFP, she shared that the unconventional format helped elevate her career and provide her with the visibility she had long sought. For Greta, the attention was a welcome change, and she remained unfazed by the controversy surrounding her role.
The station’s decision to feature braless anchors has sparked strong reactions online. Some critics argue that news media should uphold professional standards and avoid gimmicks that could undermine credibility. The President of the Union of Albanian Journalists also condemned the approach, stating that nudity was not a solution to the broader challenges facing the media industry. However, supporters of the initiative dismiss the outrage, viewing it as an expression of individual choice and modern fashion rather than a violation of journalistic integrity.
As discussions around Zjarr TV’s approach continue, the debate highlights larger questions about the evolving nature of television, audience engagement, and media ethics. Whether viewed as a publicity stunt or a statement on transparency, the controversy surrounding these braless anchors underscores how media outlets are constantly adapting to capture public interest. In the end, the question remains: does this approach elevate journalism, or does it distract from the news itself?