Gina Heslop
An Albanian TV station called Zjarr decided to take an unusual approach to news broadcasting.
In an effort to attract more viewers, the channel hired a young female journalist who presented the news without wearing a bra. This decision created a lot of controversy, especially in Albania, a country where traditions and conservative values are strong.
Albania, located in the Balkans, has a mixed cultural background, with around 70% of the population being Muslim. It is generally considered a conservative society.
When Zjarr introduced this new style of news presentation, social media exploded with reactions. Some people found it inappropriate, while others saw it as a clever way to gain attention.
Despite the controversy, the idea turned out to be a great success for the channel. Viewership increased, and the news anchor quickly became famous. The owner of Zjarr TV, Ismet Drishti, explained the reasoning behind the decision:
“In Albania, where the news is often influenced by political powers, the audience needed a medium that would present information as it is—naked.”
According to Drishti, the journalist’s revealing outfit was not about selling sex but about promoting transparency in news reporting. He believed it was both a symbolic gesture and an effective publicity strategy.
The Rise of Enki Bracaj
The first journalist to adopt this style was a 21-year-old woman named Enki Bracaj. She became a sensation overnight. Interestingly, the idea of presenting the news braless was actually hers. During her job interview, she wore a blouse that was unbuttoned, catching the attention of the channel’s management.
Reflecting on her decision, Enki explained:
“I simply found a way to stand out in this competitive industry.”
Before taking the job, she discussed the idea with her parents, who supported her. This encouragement made her decision easier. She believed that to succeed, she needed to be bold and offer something different.
However, her time at Zjarr did not last long. Rumors spread that she was unhappy with her salary. The real issue, however, was that Zjarr did not approve of her decision to accept a modeling offer from Playboy magazine. The station felt she had gone too far, and as a result, she left.
Greta Hoxhaj Follows in Her Footsteps
After Enki’s departure, Zjarr hired another journalist, 24-year-old Greta Hoxhaj, to replace her. Greta continued the same style of dressing while presenting the news.
Talking about her experience, she said:
“I worked hard for five years in local television, but no one noticed me. Now, within three months, I became a star.”
Greta admitted that her on-screen appearance was more provocative than how she dressed in daily life, but she had no regrets.
Videos of the Albanian news presenters quickly went viral, reaching people around the world. The public’s reaction was divided. Some people praised the women for their confidence, while others criticized them, arguing that media should have higher standards.
One person commented:
“There are too many women on TV with necklines that are way too low. I don’t care what they wear in their private lives, but television should have better standards.”
Another person had a different view:
“I don’t see anything wrong with it. If it attracts viewers, then it’s a smart business move.”
Even the President of the Union of Albanian Journalists spoke out, saying:
“Nudity cannot solve the media crisis. The industry is simply trying to survive by any means necessary.”
Greta Hoxhaj’s Perspective
Despite the criticism, Greta did not let negative comments affect her. She remained focused on her career and personal happiness. She said:
“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.”
Zjarr TV’s experiment with braless news anchors was a bold and controversial move. It sparked debates about media ethics, women’s roles in television, and the balance between attracting viewers and maintaining professionalism. While some saw it as a publicity stunt, others viewed it as an innovative way to challenge traditional norms.
Regardless of the controversy, the idea brought significant attention to the channel and made its presenters famous.
