There are many ways to grab attention, but the 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.
In a time when women have worked tirelessly for equal rights at work, to be treated with respect, and to stop being seen as objects in the media, an Albanian news show stirred up a lot of discussions with a daring decision.
In 2016, the TV channel ZJARR made waves by using a shocking approach — having news anchors dress in revealing outfits to grab attention and increase their audience.
The presenters wore jackets that were open and had nothing on underneath while sharing the news. This choice created a huge reaction in Albania, which is a small and traditional country in the Balkans, Europe.
The owner of the TV station believes that their method worked well and might have been needed because of Albania's past.
For four decades, Albania was controlled by Enver Hoxha, a famous communist leader who was in power from 1944 until he died in 1985. His rule was marked by heavy censorship, oppression of the people, and a general feeling of distrust among society.
”In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is – naked,” Zjarr TV owner Ismet Drishti told AFP in 2016.
”A bit unconventional”
Drishti explained that the nudity of their hosts was meant to show openness and fairness on TV.
“We're not selling sex; we're just sharing the news as it really is. It's a symbol of our approach and it gets us good attention,” Drishti stated.
Because it worked so well, the owners thought about growing the idea. For some time, Zjarr TV looked into the possibility of airing news segments in French and English with the same “bare information” style.
The idea also made the channel's hosts really famous. One of them was Enki Bracaj, who was 21 years old and hosted a global news show. Her stylish outfits, which sometimes showed off her cleavage, seemed to connect with a lot of viewers, causing the ratings to skyrocket.
”Most agree that her presentation style is a bit unconventional, but we are actively working on that. Honestly, it doesn't seem to be hurting her viewer ratings at all,” a spokesperson for the channel commented.
Consulted with her parents
Enki Bracaj got her amazing job after she auditioned with her blouse unbuttoned, showing that she wasn't your typical journalist.
Back then, she was studying public relations at her local college. In 2016, she talked about her choice to go without a bra during the audition, saying, “I just found a way to stand out in this tough industry.”
Enki explained her thoughts on being unique: “I realized that if I wanted to make it, I had to be bold and bring something new to the table.” She also mentioned that she talked to her parents before making her choice, and their encouragement really helped her out.
Fired after Playboy offer
Zjarr TV had specific rules about what their news anchors could do. Enki officially said she left the channel because she wasn't happy with her pay, but her coworkers suggested there was more to the story.
The real reason was that when Enki Bracaj accepted a modeling job with Playboy, her employers at the TV station felt she had crossed the line. Nudity and even topless bathing remain taboo in conservative Albania, where about 60 percent of the population is Muslim, according to Daily Mail.
Finding a new star
When the well-known Bracaj was let go, the channel had to find someone new to take his place. They picked Greta Hoxhaj, a 24-year-old presenter who had a bit more experience. Just like Enki, she also started working in a way that showed off a lot of skin.
“I worked really hard for five years in local TV, and nobody really noticed me,” Hoxhaj shared with AFP, sounding cheerful and relaxed. “I don't regret anything—within just three months, I became a star.”
In her daily life, she usually dressed like other women her age, but every morning at the channel, she changed into a different character, wearing a flashy pink jacket to deliver the news. She explained that her revealing outfit “is just for TV, for delivering the news.”
Criticism
Zjarr TV isn't the only place where female anchors have bared it all. In Venezuela, for instance, a presenter on a news website stripped naked to celebrate the success in the Copa America football championships.
Images from the Albanian channel spread like wildfire, and videos featuring the attractive news anchors went viral on social media. One clip of the unclothed presenters garnered nearly 700,000 views on YouTube and continues to attract attention.
A lot of people online were really curious about where to watch the controversial show, but there are also others who are speaking up for the media to be more responsible in promoting respect and equality.
”It's pathetic to have accepted such a thing just to be on screen,” commented one online critic, while another called the move ”outrageous” and ”disgustingly sexist.”
Images of Greta Hoxhaj often appear on Facebook, leading to lots of discussions. Sometimes, these talks grow into a bigger conversation about the fashion choices of TV hosts overall.
”There are too many women on TV whose necklines are way too low on various shows. In the last episode of AGT, the two women wore dresses that were VERY questionable. Now, I don't care what women wear in their everyday lives, but TV should have better standards,” commented one individual.
However, opinions remain divided.
I don't think there's anything wrong with this picture. One person even said it will help guys pay more attention to the news.
”Everyone is free to change the channel”
It's kind of surprising that feminist groups and journalist associations in Albania haven't reacted much. Zjarr TV hasn't really sparked a lot of responses from these groups.
Leonard Olli, a journalist and PR expert in Tirana, mentioned, “There are many options available, and everyone can choose to switch the channel if they want.”
Another Zjarr TV newsreader. The story was on the Albanian potato crop…or was it Syria. Did I even have sound on? pic.twitter.com/IrUggDTfdh
— A.C. Edwards (@thesecurityguy1) February 28, 2016
However, Aleksander Cipa, President of the Union of Albanian Journalists, took a more critical stance on the station's tactic of using half-naked news anchors. “Nudity cannot resolve the crisis in the media, which will do anything to survive,” he stated.
Never short on bouquets
In this situation, the main person, Hoxhaj, seemed only a little bothered by the criticism. During an interview, Hoxhaj mentioned that she barely notices all the comments and praise that come her way.
“What matters to me is that I'm doing well, both in my work and in my newfound fame. I live a beautiful life filled with love,” she shared.
In her community, everyone loves her and gives her lots of praise while keeping up with her career. A lot of people even share their thoughts on each episode of her TV show. “I get so many messages in my inbox, and tons of viewers call in during the ‘Zbardhi' show to say nice things about me. It's the best feeling ever! And I always have plenty of flower bouquets — sometimes even more than twice a week!”
Are you a fan of Greta's unique style, or do you think there should be more boundaries in how anchors present the news?
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