Braless TV news anchors spark heated debate

Several years ago, the choice to showcase braless news anchors sparked considerable debate, and discussions continue regarding whether this move was daring and innovative or merely inappropriate.

In a time when women have vigorously advocated for workplace equality, dignity, and the cessation of objectification in media, an Albanian news program reignited this contentious issue with a remarkably audacious decision.

In 2016, the television channel ZJARR made headlines by adopting a provocative format that featured minimally dressed anchors to draw in viewers and enhance ratings.

The presenters donned open jackets without any undergarments while reporting the news, generating significant attention in Albania, a small and traditionally conservative nation in the Balkans.

The owner of the television station claimed that this approach was not only successful but perhaps essential, given Albania’s historical context.

For four decades, the country was under the oppressive rule of Enver Hoxha, a notorious communist dictator who governed from 1944 until his death in 1985. His regime was characterized by severe censorship, civil repression, and a pervasive atmosphere of distrust.

“In Albania, where news is often manipulated by political forces, the audience required a medium that would present information in its raw form,” Ismet Drishti, the owner of Zjarr TV, stated to AFP in 2016.

Describing the approach as “somewhat unconventional,” Drishti emphasized that the nudity of their hosts was intended to symbolize transparency and impartiality in news broadcasting.

“We do not commodify sex; we present the news as it is. This strategy serves both as a symbolic gesture and effective publicity,” Drishti remarked.

Due to its success, the owners contemplated expanding this concept further. For a time, Zjarr TV considered the possibility of airing news bulletins in French and English, maintaining the same “bare information” model.
The concept also elevated the channel’s presenters to celebrity status. One notable figure was Enki Bracaj, 21, who hosted an international news program. Her striking outfits, often featuring low necklines, appeared to resonate with a significant audience, resulting in impressive ratings.

“While many acknowledge that her presentation style is somewhat unconventional, we are actively addressing that aspect. Frankly, it does not seem to negatively impact her viewer ratings,” remarked a spokesperson for the channel.

Consultation with her parents
Enki Bracaj secured her prominent position after auditioning with her blouse unbuttoned, demonstrating her departure from conventional journalism.

At that time, she was pursuing a degree in public relations at her local university. In 2016, she reflected on her choice to forgo a bra during the audition, stating, “I simply discovered a way to distinguish myself in this competitive field.”

Enki expressed her views on the importance of standing out: “It was evident that if I wanted to thrive, I had to be bold and present something unique.” She also noted that she sought her parents’ advice before making her decision, and their encouragement facilitated her journey.

Dismissed after Playboy offer
Nevertheless, there were clear limits to what Zjarr TV would accept from its news anchors. Officially, Enki departed the channel due to dissatisfaction with her salary, but her colleagues suggested an alternative narrative.

The true reason for her departure was that when Enki Bracaj accepted a modeling opportunity with Playboy, her employers at the television station believed she had overstepped acceptable boundaries. Nudity and even topless bathing remain sensitive issues in conservative Albania, where approximately 60 percent of the population is Muslim, as reported by the Daily Mail.

Searching for a new star
Following the dismissal of the popular Bracaj, the channel was tasked with finding a successor. They opted for the somewhat more seasoned 24-year-old presenter, Greta Hoxhaj, who, like Enki, also began her tenure in a state of near undress.
In her daily routine, she generally dressed like other women of her age group; however, each morning at the channel, she adopted a different identity, sporting a provocative, preferably pink jacket while delivering the news. She remarked that her minimalistic appearance “is solely for television, for the purpose of information.”

Critique
Zjarr TV is not the sole platform where female anchors have exposed themselves. For example, in Venezuela, a presenter on a news website went nude to commemorate the triumph in the Copa America football championships.

Images from the Albanian channel circulated rapidly, and videos featuring the appealing news anchors became viral on social media. One particular clip of the unclad presenters amassed nearly 700,000 views on YouTube and continues to draw attention.

While numerous internet users expressed interest in discovering where to view the contentious program, others voiced their concerns, calling for increased accountability from the media in the pursuit of respect and equality.

“It is disheartening to have accepted such a thing merely to appear on screen,” remarked one online critic, while another labeled the action as “outrageous” and “disgustingly sexist.”

Images of Greta Hoxhaj frequently appear on Facebook, igniting ongoing discussions. Occasionally, these conversations broaden into a more extensive dialogue regarding the attire of television presenters in general.

“There are far too many women on TV whose necklines are excessively low on various shows. In the latest episode of AGT, the two women donned dresses that were VERY questionable. While I have no issue with what women wear in their daily lives, television should uphold better standards,” commented one individual. Nevertheless, opinions remain polarized.

“I see nothing inappropriate about this image. It will particularly capture men’s attention towards the news,” stated another person.

“Everyone has the freedom to change the channel.”
Interestingly, the response from feminist organizations and journalist associations in Albania has been relatively subdued. Zjarr TV has elicited minimal reaction from these groups.
“There is a wide array of options available, and individuals have the freedom to switch channels,” remarked Leonard Olli, a journalist and public relations expert based in Tirana.

Conversely, Aleksander Cipa, President of the Union of Albanian Journalists, expressed a more critical view regarding the station’s strategy of employing partially unclothed news anchors. “Nudity will not solve the media crisis, which is willing to resort to any means for survival,” he asserted.

Always receiving accolades
In this context, the focal point of the discussion, Hoxhaj, seemed only slightly affected by the backlash. In a recent interview, she conveyed that she largely ignores the continuous stream of comments and praise directed at her.

“What truly matters to me is my success in both my career and my recent rise to fame. I lead a fulfilling life surrounded by love,” she stated.

In her community, she is beloved, receiving abundant compliments and keen interest in her professional journey. Many residents even provide suggestions for each episode of her television program. “I get numerous messages in my inbox, and many viewers call during the ‘Zbardhi’ show to express their admiration. There is nothing more delightful than that! Additionally, I am never without bouquets of flowers—sometimes even more than twice a week!”

Are you an admirer of Greta’s distinctive approach, or do you believe there should be greater limitations on how news anchors present themselves?

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