There are numerous strategies to attract attention, but Zjarr, an Albanian television channel, goes above and beyond.
Their choice to use news anchors without bras sparked strong feelings a few years ago, and many are still discussing whether it was brave and creative or just over the top.
With a startlingly audacious decision, an Albanian news program rekindled the debate in a time when women have battled valiantly for respect for their dignity, equality in the workplace, and an end to being objectified in the media.
In order to draw viewers and increase ratings, TV channel ZJARR made headlines in 2016 with its provocative programming, which included anchors in skimpy attire.
When giving the most recent news, the TV presenters wore open coats with nothing underneath. In Albania, a tiny and traditional nation in the European Balkans, it created a lot of talk.
The owner of the TV station claims that the strategy was successful and, given Albania’s past, may have even been required.
Enver Hoxha, an infamous communist dictator who governed from 1944 until his death in 1985, kept the nation hostage for 40 years. Strict censorship, civil repression, and a climate of societal distrust characterized his rule.
“The audience in Albania, where political powers control the news, needed a medium that would present the information like it is – naked,” Ismet Drishti, owner of Zjarr TV, told AFP in 2016.
“A little out of the ordinary”
Drishti promised that their hosts’ nudity was a means of showcasing their objectivity and openness on TV.
We replicate the news as it is; we don’t sell sex. “It’s good publicity and symbolic,” Drishti added.
The proprietors wanted to expand the concept because it was so successful. For a while, Zjarr TV thought of using the same technique to broadcast news bulletins in both French and English with “bare information.”
Additionally, the idea made the channel’s presenters famous. One was 21-year-old host of an international news show, Enki Bracaj. Her striking attire, which frequently exposed her cleavage, seems to have struck a chord with many viewers, as evidenced by the skyrocketing ratings.
Although we are continually working on it, most people think that her presentation style is a little out of the ordinary. To be honest, it doesn’t appear to be negatively impacting her viewership at all,” a station representative said.
spoke with her parents.
After showing up to her interview with her blouse open, Enki Bracaj secured her prestigious position, demonstrating that she was anything but a conventional journalist.
The young lady was attending her local university at the time to study public relations. In 2016, she said, “I just found a way to put myself ahead in this competitive industry,” in reference to her choice to go braless during the on-screen assessment.
“It was obvious that if I wanted to succeed, I needed to be brave and offer something different,” Enki said when discussing how to stand out. Enki added that her parents’ support made everything simpler after she spoke with them about her decision.
dismissed following a Playboy offer
Nonetheless, Zjarr TV had explicit guidelines about what its news presenters could and could not do. Enki formally quit the channel, claiming that she was unhappy with her pay, but her coworkers suggested that she had another motive.
The true reason was that Enki Bracaj’s TV station bosses thought she had gone too far when she accepted a modeling contract with Playboy. According to the Daily Mail, in conservative Albania, where roughly 60% of the population is Muslim, nudity and even topless bathing are still frowned upon.
Discovering a new celebrity
The channel had to find someone to replace the popular Bracaj when he was dismissed. Greta Hoxhaj, a 24-year-old presenter with a little more experience, was their choice. She started working almost undressed, just like Enki.
Hoxhaj told AFP, “I worked hard for five years in local television, where I remained unnoticed.” He was happy and at ease. “I have no regrets—I became famous in three months.”
She usually dressed like other ladies her age in her daily life, but every morning at the channel, she changed into a different character and read the news while wearing a skimpy, ideally pink jacket. She claimed that her bare appearance was “only for television, for information.”
Criticism
There are other places where female anchors have revealed everything than Zjarr TV. For example, a news website host in Venezuela celebrated the Copa America football championships’ victory by stripping naked.
Videos of the handsome news anchors became viral on social media, and pictures from the Albanian channel went viral. On YouTube, one video of the naked speakers received close to 700,000 views and is still popular.
Others are speaking out to demand more accountability from the media in the struggle for equality and respect, while many internet users were excited to learn where they might watch the contentious show.
One online critic said, “It’s pathetic to have accepted such a thing just to be on screen,” while another referred to the move as “outrageous” and “disgustingly sexist.”
On Facebook, pictures of Greta Hoxhaj are regularly shared, igniting heated discussions. These conversations can occasionally turn into a more general discussion on the attire of television presenters.
Too many TV women have necklines that are excessively low on a variety of programs. The two women donned really dubious gowns in the most recent edition of AGT. One person said, “Now, I don’t care what women wear in their daily lives, but TV should have better standards.”
Opinions are still split, though.
Nothing about this image bothers me. It will increase news awareness, especially among guys,” someone other wrote.
“Anyone can switch the channel at any time.”
It’s interesting to note how subdued Albanian journalist associations and feminist organizations have been in their response. These groups have not responded very strongly to Zjarr TV.
According to Leonard Olli, a journalist and public relations specialist in the capital, Tirana, “there is a diversity of choice, and everyone is free to change the channel.”
However, the station’s strategy of using half-naked news anchors drew criticism from Aleksander Cipa, President of the Union of Albanian Journalists. “The media, which will stop at nothing to survive, cannot be saved by nudity,” he said.
Bouquets are always in style.
Furthermore, Hoxhaj, the show’s star, seemed just somewhat offended by the criticism in this instance. Hoxhaj claims in an interview that she hardly notices the incessant praise and remarks made about her.
“My success in my career and in my newfound notoriety are what really count to me. I lead a lovely life that is full of love,” she said.
Everyone in her neighborhood loves her, complements her profusely, and keeps a close eye on her profession. Many even provide guidance for every episode of her television program. “I get a ton of messages in my inbox, and a lot of viewers call in to give me praise during the ‘Zbardhi’ show. Nothing is more amazing than that! Furthermore, I never lack flower arrangements—not even twice a week!
Do you think news anchors should have more restrictions on their presentation, or do you like Greta’s distinct style?
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