Albanian TV station Zjarr sparked global controversy a few years ago with its decision to feature braless news anchors. This bold move divided opinions, with some calling it innovative and others decrying it as objectification.
In 2016, Zjarr adopted a provocative format where female presenters delivered the news in revealing outfits, often wearing open jackets with nothing underneath. The station, operating in conservative Albania, claimed this was more than a ratings ploy—it was a statement against censorship. Owner Ismet Drishti explained, “In a country where news is manipulated, we present it naked, symbolizing transparency.”
The strategy paid off, boosting viewership and turning anchors like 21-year-old Enki Bracaj into local celebrities. While some saw the move as empowering, it reignited debates about media ethics and the portrayal of women.
