When it comes to grabbing viewer attention, Albanian TV station Zjarr took things to a whole new level — and they’ve been turning heads ever since.
In 2016, the channel made international headlines by airing news segments with braless female anchors wearing open jackets and little else. The bold format was designed to boost ratings, and it worked — but not without igniting a fierce and ongoing debate.
Was it an audacious marketing move or a step too far?
In a time when women around the world are pushing for equality, dignity in the workplace, and an end to media objectification, Zjarr’s approach drew both applause and outrage. The provocative broadcast strategy clashed with Albania’s traditionally conservative culture, making it all the more controversial.
Yet, according to the station’s owner, the decision wasn’t just about shock value — it was a calculated response to a struggling media landscape, and one he claims was both effective and necessary.
Years later, the conversation hasn’t died down. Some see it as a bold challenge to media norms; others as a glaring example of exploitation. Either way, Zjarr lit a fuse — and the fallout still smolders.
For four decades, Albania was locked under the iron grip of Enver Hoxha, the hardline communist dictator who ruled from 1944 until his death in 1985. His regime was marked by ruthless censorship, civil repression, and a pervasive culture of fear and distrust.
In the aftermath of that era, one TV station sought to shake off the lingering shadows of state control — in a way that few saw coming.
“In Albania, where the news is manipulated by political powers, the audience needed a medium that would present information like it is — naked,” said Zjarr TV owner Ismet Drishti in a 2016 interview with AFP.
Calling the approach “a bit unconventional,” Drishti claimed the braless format wasn’t about sensationalism, but about symbolism.
“We don’t sell sex,” he explained. “We reproduce the news as it is. It’s both symbolic and good publicity.”
By baring it all, Zjarr TV claimed to offer something that had long been stripped away from Albanian media: unfiltered truth.
Riding the wave of viral success, Albanian channel Zjarr TV looked to expand its controversial concept. After gaining international attention for broadcasting news segments with scantily clad female anchors, the station considered rolling out English and French-language bulletins — all with the same “bare information” format.
The bold approach didn’t just attract viewers — it turned its presenters into overnight celebrities.
One standout star was 21-year-old Enki Bracaj, who fronted an international news program. Known for her daring outfits and confidently exposed cleavage, Enki became the face of the channel’s most talked-about era. Her popularity helped skyrocket ratings, with the network openly acknowledging that her presentation style — while unconventional — was clearly working.
“Most agree her approach is a bit out of the ordinary, but we’re actively refining it,” a Zjarr TV spokesperson said at the time. “Honestly, it’s not hurting her ratings at all.”
Auditioning With Confidence — and Courage
Bracaj landed her role after a daring on-screen audition, showing up with her blouse unbuttoned to highlight her confidence — and her commitment to standing out.
Then a public relations student at a local university, she later shared her reasoning: “It was clear that if I wanted to succeed, I needed to be brave and offer something different,” she said in 2016. “I simply found a way to get ahead in a competitive industry.”
She even consulted with her parents before taking the job. With their support, she said, the decision became easier.
Crossing the Line?
But the freedom at Zjarr TV had its limits. While the channel promoted transparency and attention-grabbing broadcasts, it maintained strict boundaries behind the scenes.
Officially, Bracaj left the network over dissatisfaction with her salary. Unofficially, colleagues suggested her Playboy modeling offer — which she accepted — was the real dealbreaker.
Despite Zjarr’s provocative format, traditional values still ran deep in Albania, a conservative country where nudity remains taboo. Roughly 60 percent of the population identifies as Muslim, and the cultural norms reflect a strong sense of modesty. For Zjarr TV, associating with Playboy proved too much.
The Show Must Go On
With Bracaj out, the network turned to a new face: 24-year-old Greta Hoxhaj. A more seasoned presenter, Hoxhaj brought five years of experience in local television — and a willingness to embrace the station’s format.
“I worked hard for five years in local TV, where I remained invisible,” she told AFP. “I regret nothing. Within three months, I became a star.”
By day, she dressed like any young Albanian woman. But on-screen, she slipped into a new persona — typically wearing a cleavage-baring, pink jacket. “This look is only for television,” she said. “It’s for delivering the information.”
Global Reactions and a Broader Trend
While Zjarr TV’s experiment was extreme, it wasn’t entirely unique. Around the world, some broadcasters have flirted with similar ideas. In Venezuela, for instance, a female news host once stripped naked on-air to celebrate a Copa America football victory — a stunt that also drew international attention.
Still, Zjarr’s “bare news” era remains one of the most striking examples of shock-value journalism in recent memory. Whether hailed as fearless innovation or criticized as exploitation, its legacy continues to spark conversation.
Images and video clips from Albania’s Zjarr TV quickly spread like wildfire across the internet. One now-infamous YouTube video featuring the channel’s braless news presenters has racked up nearly 700,000 views — and continues to draw attention to this day.
While many curious viewers flocked online to find out where they could watch the controversial broadcasts, others raised serious concerns about what this says about media ethics and the portrayal of women on television.
“This is pathetic — selling out just to be on screen,” one commenter wrote. Another slammed the channel’s approach as “outrageous” and “disgustingly sexist.”
Photos of anchor Greta Hoxhaj frequently resurface on social media, especially on Facebook, where they spark heated discussions — not just about Zjarr TV, but about television standards more broadly.
Some critics point to a growing trend of hypersexualized on-screen appearances.
“There are too many women on TV with necklines far too low,” one viewer complained. “On the last episode of AGT, both female hosts wore dresses that were VERY questionable. I don’t care what people wear in daily life, but TV should have higher standards.”
Still, the public remains split. Some defend the station’s freedom to broadcast as it sees fit — and the audience’s freedom to choose.
“I don’t see the problem,” wrote one supporter. “If anything, it will make men pay more attention to the news.”
Another chimed in with a pragmatic view: “Everyone is free to change the channel.”
Muted Response from Watchdogs
Perhaps most surprising is the silence from major journalist associations and feminist groups within Albania. Despite Zjarr TV’s headline-grabbing format, these organizations have offered little public reaction.
Whether this reflects quiet disapproval, strategic avoidance, or resignation to media sensationalism is unclear. What is certain, however, is that Zjarr TV’s experiment has ignited a broader conversation — not just about what appears on screen, but about the values behind it.
Not everyone saw Zjarr TV’s strategy as scandalous. Leonard Olli, a journalist and PR expert based in Tirana, emphasized viewer autonomy:
“There is a diversity of choice, and everyone is free to change the channel,” he remarked.
But others in the Albanian media landscape were less forgiving.
Aleksander Cipa, President of the Union of Albanian Journalists, condemned the tactic outright.
“Nudity cannot resolve the crisis in the media, which will do anything to survive,” he stated, pointing to what he sees as a desperate attempt by struggling outlets to regain relevance.
Grace Under Fire
For her part, Greta Hoxhaj remains unfazed by the criticism — or the compliments.
Despite being at the center of the media storm, the young presenter seems to take it all in stride.
“What matters to me is that I’m doing well — in my work and with my newfound fame,” she said in an interview.
“I live a beautiful life filled with love.”
With cameras rolling, audiences watching, and debates raging, Hoxhaj has become more than just a newsreader — she’s a symbol of the shifting boundaries between journalism, entertainment, and identity in modern media.
In her neighborhood, Greta Hoxhaj is nothing short of a local celebrity. Admirers shower her with praise, and many eagerly follow her every appearance. Some even offer tips for improving each episode of her show.
“I get so many messages in my inbox, and viewers often call in during Zbardhi to compliment me,” she said, beaming. “There’s nothing more wonderful than that! And I’m never short on bouquets — sometimes I get them twice a week!”
Her star continues to rise, but the conversation surrounding her style — and the station’s approach — is far from over.
So, what do you think? Is Greta’s bold presentation a refreshing twist on tired TV formats — or should there be clearer boundaries in how anchors deliver the news?