Albanian television network Zjarr has stirred major controversy and global conversation after introducing braless female news anchors to report the evening news. This bold and highly debated move was seen by some as a clever ratings strategy—and by others as a breach of journalistic integrity.
In a nation where nearly 60% of citizens identify as Muslim, the decision challenged deeply rooted cultural norms and triggered an avalanche of online reactions.
Despite criticism, the tactic succeeded in drawing a surge of attention.
Zjarr TV’s founder, Ismet Drishti, told AFP that their vision was to present the “naked truth,” arguing that the daring presentation was meant to symbolize honesty in a media landscape many consider corrupt or politically biased.
“We’re not selling sex—we’re delivering uncensored news,” Drishti stated, emphasizing that the decision was a deliberate push for transparency and authenticity.
The idea began in 2016 when then-21-year-old Enki Bracaj first appeared on air wearing an open blouse. The look quickly went viral, turning Enki into a national sensation and launching Zjarr TV into international headlines.
A spokesperson for the station admitted the approach was unconventional, but stressed that it had a strong impact on viewership—boosting ratings, not hurting them.
They noted that it was originally Enki’s choice to wear the low-cut top during her interview, which inspired the network’s unique format going forward.
Enki later revealed that her family backed her decision, recognizing the need to take bold steps in a competitive career like broadcasting.
Following her departure from Zjarr TV—reportedly due to salary disputes and her controversial Playboy photoshoot—24-year-old Greta Hoxhaj stepped in to carry on the style.
Greta told AFP that after years of being overlooked in smaller markets, this opportunity gave her the recognition and career break she had long hoped for.
Clips and photos of the anchors quickly went viral online, sparking a flurry of reactions. While many voiced concerns over the ethics of such a presentation style, others defended the women’s choices, calling the backlash outdated.
Critics, including the President of the Union of Albanian Journalists, argued that provocative outfits aren’t the solution to deeper media issues. Still, Greta appeared unbothered by the debate, sharing that the attention has brought her joy, confidence, and a fulfilling life.
A recent image showing multiple female anchors from Zjarr TV resurfaced on X (formerly Twitter), posted by COLOURZ with the caption: “Albanian news anchors go braless on Zjarr TV to increase viewership.”
One user commented, “This feels highly unprofessional.”
Another replied, “Might be about comfort—or a fashion choice.”
A third remarked, “I don’t understand this at all,” while someone else added, “It’s clearly about drawing in viewers.”
