There are many ways to grab attention, but the Albanian TV station Zjarr takes it to a whole new level.
A few years ago, their decision to feature braless news anchors stirred up emotions — and to this day, people are still debating whether it was bold and innovative or simply crossing the line.
In an era where women have fought hard for equality in the workplace, respect for their dignity, and an end to being objectified in the media, an Albanian news program reignited the controversy with a stunningly bold choice.
Back in 2016, TV channel ZJARR garnered headlines by using a provocative format — featuring scantily clad anchors — to attract viewers and boost ratings.
The TV presenters wore open jackets with nothing underneath while delivering the latest news. It sparked a significant buzz in Albania, a small and conservative country in the Balkans, Europe.
According to the TV station’s owner, the approach was a success — and perhaps even a necessity, considering Albania’s history.
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Images from the Albanian channel spread like wildfire, and videos featuring the attractive news anchors went viral on social media. One clip of the unclothed presenters garnered nearly 700,000 views on YouTube and continues to attract attention.
While many internet users were eager to find out where they can watch the controversial program, others are raising their voices to demand greater accountability from the media in the fight for respect and equality.
”It’s pathetic to have accepted such a thing just to be on screen,” commented one online critic, while another called the move ”outrageous” and ”disgustingly sexist.”
Images of Greta Hoxhaj frequently pop up on Facebook, sparking ongoing debates. Sometimes, these discussions expand into a broader conversation about how television presenters dress in general.
”There are too many women on TV whose necklines are way too low on various shows. In the last episode of AGT, the two women wore dresses that were VERY questionable. Now, I don’t care what women wear in their everyday lives, but TV should have better standards,” commented one individual.
However, opinions remain divided.
”I see nothing wrong with this picture. It will make particularly men more attentive to the news,” wrote another person.
”Everyone is free to change the channel”
Interestingly, the response from feminist groups and journalist associations in Albania has been rather muted. Zjarr TV has incited little reaction from these organizations.
There is a diversity of choice, and everyone is free to change the channel,” said Leonard Olli, a journalist and PR specialist in the capital, Tirana.
However, Aleksander Cipa, President of the Union of Albanian Journalists, took a more critical stance on the station’s tactic of using half-naked news anchors. “Nudity cannot resolve the crisis in the media, which will do anything to survive,” he stated.
Never short on bouquets
And in this case, the star of the show, Hoxhaj herself, appeared only mildly fazed by the criticism. In an interview, Hoxhaj states that she hardly pays attention to the endless comments and compliments directed her way.
“What matters to me is that I’m doing well, both in my work and in my newfound fame. I live a beautiful life filled with love,” she shared.
In her neighborhood, everyone adores her, showering her with compliments and closely following her career. Many even offer advice for each episode of her TV show. “I receive countless messages in my inbox, and many viewers call in during the ‘Zbardhi’ show to compliment me. There’s nothing more wonderful than that! Plus, I’m never short on bouquets of flowers — not even twice a week!”
Are you a fan of Greta’s unique style, or do you think there should be more boundaries in how anchors present the news?
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