Albanian TV station Zjarr is no stranger to controversy, and a few years ago, they ignited a fierce debate with a bold decision that continues to raise eyebrows today. The station’s choice to feature braless news anchors sparked a wave of discussion, with opinions split between whether it was an innovative step or a blatant crossing of the line.

In an era where women have fought tirelessly for equality, dignity in the workplace, and an end to objectification in the media, Zjarr’s provocative format stirred emotions and reignited long-standing debates about how women are portrayed in media. The news channel’s decision to use scantily clad anchors, a move made in 2016, garnered significant attention, not just in Albania, but globally.

A Bold Move for Ratings

Zjarr TV, looking to boost ratings and attract viewers, opted for a format where its female presenters delivered the news in revealing outfits—often wearing open jackets with nothing underneath. This approach was highly unconventional, especially in Albania, a conservative country in the Balkans with a significant Muslim population. However, according to the TV station’s owner, Ismet Drishti, the provocative style was not just a ploy for viewership, but also a symbolic gesture aimed at breaking down the barriers of censorship and political manipulation in the media.

Drishti defended the decision, saying, “In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is—naked.” He asserted that the nudity symbolized transparency, stating, “We don’t sell sex, we reproduce the news as it is. It’s both symbolic and good publicity.”

The approach seemed to work. Zjarr TV enjoyed a surge in viewership, and the channel’s female news anchors became local celebrities. One such star was 21-year-old Enki Bracaj, whose on-screen presence, combined with her revealing outfits, made her a household name. Her bold style, which often showcased her cleavage, resonated with viewers, pushing ratings to new heights.

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