Albanian TV channel Zjarr made headlines in 2016 for using braless, scantily clad news anchors to attract viewers—a bold move that continues to stir debate. In a conservative country with a history of media censorship, the station’s owner, Ismet Drishti, defended the format as a symbol of transparency: “We present the news as it is — naked.”
The approach boosted ratings and turned anchors like Enki Bracaj into stars. Bracaj, a PR student at the time, said she wanted to stand out in a competitive field. After posing for Playboy, however, she was dismissed for crossing a line, highlighting the tension between shock value and cultural boundaries.
Her replacement, Greta Hoxhaj, embraced the same revealing style and quickly rose to fame. Critics called the format sexist, while others argued it simply gave viewers a choice. Despite the controversy, Zjarr TV received little pushback from journalist groups, and its anchors remained popular, especially online.
As the debate over objectification vs. innovation continues, presenter Hoxhaj says she’s unfazed: “I’m doing well, living a beautiful life — and never short on flowers.”