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There are many ways to get attention, but Albanian TV channel Zjarr takes it to a whole new level.
A few years ago, their decision to show news anchors without bras caused a stir – and to this day, people debate whether it was a bold and innovative decision or just crossed the line.
In an era where women are fighting hard for equality in the workplace, dignity and an end to objectification in the media, an Albanian news programme has once again sparked controversy by making a stunningly bold choice.
In 2016, ZJARR TV made headlines by using a provocative format featuring presenters in revealing outfits to attract viewers and boost ratings.
The TV presenters, while talking about the latest news, wore revealing jackets with nothing underneath. This caused a big outcry in Albania, a small and conservative country in the Balkans, in Europe.
According to the owner of the TV station, this approach was successful, and perhaps even necessary, given Albania’s history.
For 40 years, the country was held hostage by Enver Hoxha, the infamous communist dictator who ruled from 1944 until his death in 1985. His regime was characterised by harsh censorship, civil oppression and an atmosphere of social distrust.
‘In Albania, where news is manipulated by political forces, viewers needed a medium that presented information as it is – naked,’ Ismet Drishti, owner of Zjarr TV, told AFP in 2016.
‘A bit unconventional.’
Drishti assures that the presenters’ nudity is a way to demonstrate the transparency and impartiality of television.
‘We don’t sell sex, we broadcast the news as it is. It’s both symbolic and a good advert,’ says Drishti.
Since the project proved so successful, the owners wanted to expand the concept. For some time, Zjarr TV had been considering broadcasting news bulletins in French and English with ‘naked information’, following the same model.
The concept also turned the channel’s presenters into major stars. One of them was 21-year-old Enki Brakay, who hosted an international news programme. Her eye-catching outfits, often showing cleavage, obviously appealed to many viewers, leading to a surge in ratings.
‘Most agree that her style of presenting information is a bit unconventional, but we are actively working on that. Frankly, it doesn’t seem to be hurting her viewership ratings at all,’ commented a spokesperson for the channel.
Consulted her parents
Enki Brakay got her high profile position after an open-blouse audition, proving that she is far from traditional journalism.
At the time, the girl was studying public relations at a local university. In 2016, she spoke about her decision to go bra-less during on-screen challenges, saying: ‘I just found a way to stand out in this competitive industry.’
Enki shared her thoughts on how to stand out, ‘It was clear that if I wanted to succeed, I needed to be bold and offer something of my own.’ Enki also mentioned that she consulted her parents before making the decision and their support made it easier for her.
Fired after Playboy offer
However, there were clear boundaries on what Zjarr TV would tolerate from its news anchors. Officially, Enki left the channel citing dissatisfaction with her salary, but her colleagues hinted otherwise.
The real reason was that when Enki Brakai accepted a modelling job with Playboy, her employers at the channel felt she had crossed the line. Nudity and even topless bathing remain taboo in conservative Albania, where about 60 per cent of the population is Muslim, the Daily Mail reported.
Searching for a new star
When the popular Brakaj was sacked, the channel needed to find her replacement. They chose the more experienced 24-year-old presenter Greta Hojaj. Like Enki, she too started in a state of near undress.
‘For five years I worked hard at local television where I went unnoticed,’ a cheerful and relaxed Hojaj told AFP. ‘I don’t regret anything – in three months I became a star.’
In everyday life, she usually dressed like other women her age, but every morning on the channel she would transform into a different persona, wearing a revealing, preferably pink jacket to read the news. In her words, her stripped-down look ‘is only for television, for information.’
Criticism
Zjarr TV is not the only place where female presenters go nude. In Venezuela, for example, a news website presenter stripped naked to celebrate success at the Copa America football championship.
The footage from the Albanian channel spread like wildfire, and videos of attractive news anchors went viral on social media. One of the videos featuring the stripped anchors has racked up nearly 700,000 views on YouTube and continues to attract attention.
While many internet users have sought to find out where to watch the controversial programme, others are raising their voices, demanding the media take more responsibility in the fight for respect and equality.
‘It’s pathetic that you agreed to this just to be on screen,’ commented one internet critic, while another labelled the move “outrageous” and “disgustingly sexist”.
Images of Greta Hodjai frequently appear on Facebook, causing constant controversy. Sometimes these discussions spill over into a broader conversation about how TV presenters in general dress.
‘There are too many women on TV whose cleavage is too low on various shows. On the last episode of AGT, two women wore dresses that were VERY questionable. I don’t care what women wear in everyday life, but there should be stricter standards on TV,’ commented one viewer.
However, opinions were divided.
‘I don’t see anything wrong with this picture. It will make especially men be more attentive to the news,’ wrote another person.
‘Everyone is free to change the channel.’
Interestingly, the reaction of feminist groups and journalist associations in Albania has been rather restrained. Zjarr TV did not provoke much reaction from these organisations.
‘There is a diversity of choice and everyone is free to switch the channel,’ says Leonard Olli, a journalist and public relations specialist in the capital Tirana.
However, Aleksandar Tsipa, president of the Union of Albanian Journalists, took a more critical stance towards the channel’s tactic of using semi-nude news presenters. ‘Nudity cannot solve the crisis in the media, which will go to any lengths to survive,’ he said.
There is never a shortage of bouquets
And in this case, the star of the show, Hojai herself, seems to have been only slightly taken aback by the criticism. In an interview, Hojai said that she hardly pays attention to the endless comments and compliments directed at her.
‘It’s important to me that I’m doing well, both in my work and in my newfound fame. I am living a beautiful life filled with love,’ she shared.
Everyone in her neighbourhood adores her, showering her with compliments and following her career closely. Many even give advice for every episode of her TV show. ‘I get countless messages in my inbox and many viewers call during the Zbardi show to praise me. There’s nothing more wonderful than that! Also, I never lack for bouquets of flowers – even twice a week!’
Are you a fan of Greta’s unique style or do you think there should be more boundaries in the presenters’ presentation of news?
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