Zjarr TV’s approach definitely sparked a lot of controversy. Some saw it as a clever way to challenge traditional news presentation, while others criticized it as a gimmick that undermined journalism.
It’s interesting how such a decision can keep people talking for years. Do you think it was a smart marketing move or just unnecessary sensationalism?
At a time when women have relentlessly championed workplace equality, demanded dignity, and pushed back against media objectification, an Albanian news broadcast reignited debate with a strikingly unconventional decision.
In 2016, television network ZJARR made waves by adopting a controversial approach — employing minimally dressed news presenters — to capture audience attention and drive viewership.
The news anchors appeared on air wearing unfastened blazers without anything underneath while reporting the latest updates. This bold choice created a major stir in Albania, a traditionally modest nation in the Balkan region of Europe.
The network’s owner defended the approach, calling it both a triumph and, in some ways, an unavoidable move given Albania’s historical context.
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For four decades, Albania was under the iron grip of Enver Hoxha, a notorious communist leader who governed from 1944 until his passing in 1985. His rule was marked by severe censorship, widespread repression, and a climate of deep societal distrust.
“In a country where political forces control the news, audiences needed a platform that would deliver information as it truly is — naked,” Zjarr TV founder Ismet Drishti told AFP in 2016.
A Slightly Unorthodox Approach
Drishti maintained that the presenters’ revealing attire was meant to symbolize openness and neutrality in broadcasting.
“We’re not selling sex—we’re delivering the news in its purest form. It’s both a statement and smart marketing,” Drishti explained.
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Given its success, the network aimed to broaden the idea. At one point, Zjarr TV explored the possibility of airing news segments in French and English, maintaining the same “bare information” approach.
The format also propelled the station’s anchors to stardom. Among them was 21-year-old Enki Bracaj, who hosted an international news show. Her daring wardrobe choices, often highlighting her cleavage, seemed to captivate audiences, driving a significant surge in viewership.
“Most people acknowledge that her delivery is rather unorthodox, but we’re actively refining it. That said, it certainly hasn’t had any negative impact on her ratings,” a channel spokesperson remarked.
She even discussed it with her parents.
Enki Bracaj secured her prominent role after auditioning with her blouse unbuttoned, demonstrating that she was anything but a conventional journalist.
At the time, the young woman was pursuing a degree in public relations at her local university. Looking back on her choice to go braless during her screen test in 2016, she explained, “I just found a way to set myself apart in this highly competitive field.”
Enki spoke about the importance of making an impression: “I knew that to get ahead, I had to be bold and bring something unique.” She also revealed that she had discussed the decision with her parents beforehand, and their support made the process much easier.
Removed from Panel After Playboy Offer
Despite the channel’s unconventional approach, there were still limits to what Zjarr TV deemed acceptable for its news presenters. Officially, Enki parted ways with the station due to dissatisfaction with her salary, but insiders suggested there was more to the story.
The real reason, according to colleagues, was her decision to accept a modeling offer from Playboy. This move was seen as crossing a line by the network’s management. In deeply conservative Albania — where nudity and even topless sunbathing remain largely taboo—her choice stirred controversy. Approximately 60% of the country’s population is Muslim, as reported by the Daily Mail.
Searching for a New Star
After Bracaj’s departure, the network needed a fresh face to take her place. They selected 24-year-old Greta Hoxhaj, a slightly more seasoned presenter who, like Enki, embraced the station’s revealing dress code.
“I spent five years working tirelessly at a local TV station, yet no one noticed me,” a smiling and confident Hoxhaj told AFP. “I have no regrets—within just three months, I became a star.”
