DADADEL
In a bold move to attract viewers, Albanian TV station Zjarr hired a young journalist to present the news without wearing a bra, sparking both interest and debate. This unconventional approach quickly grabbed attention as it challenged conservative expectations in a country where about 60% of the population is Muslim, leading to a flood of social media reactions from Albania and beyond.
Despite the uproar, the decision proved to be a major success. Zjarr TV’s owner, Ismet Drishti, explained to AFP that viewers were drawn to a channel that presented the “naked truth” in a political climate often seen as manipulated. “We’re not selling sex; we’re sharing the news as it is,” said Drishti, emphasizing that the braless presentation was meant as a symbol of transparency.
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This approach began in 2016, featuring 21-year-old Enki Bracaj as the anchor, who quickly became a sensation. A spokesperson for Zjarr TV acknowledged the style’s unconventionality but pointed out that it hadn’t impacted ratings negatively. “It was Enki’s idea,” they added, explaining that she first appeared for her interview with an open blouse, which sparked the concept. Enki shared that her family supported her decision, understanding that bold moves were needed in a competitive industry.
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When Enki eventually left Zjarr TV, rumors circulated that she was unhappy with her salary, but the station cited her Playboy modeling gig as crossing a line. Her successor, 24-year-old Greta Hoxhaj, continued the trend, sharing with AFP how her new style on Zjarr helped her gain instant fame. After five unnoticed years on local TV, Hoxhaj relished her newfound stardom.
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As videos of the presenters went viral, opinions online varied widely. Many viewers voiced concerns about media standards and the portrayal of women on TV, with one commenter saying that television should uphold “better standards.” Others defended the anchors, dismissing the criticisms as misplaced.
Even amid criticism from the President of the Union of Albanian Journalists, who argued that nudity isn’t the answer to media struggles, Hoxhaj remains unbothered by public opinion. She expressed her satisfaction with her career and fame, sharing that she’s “living a beautiful life filled with love.”
What do you think about this unconventional approach to news broadcasting?
