Albanian station Zjarr TV made headlines in 2016 by having female news anchors go braless on air. The bold move, intended to boost ratings and symbolize “naked truth,” was both praised and condemned. Critics called it sexist and gimmicky, while others saw it as a stand against media censorship.
Enki Bracaj became the station’s breakout star after auditioning with her blouse open. Her fame soared, but she later left after accepting a Playboy offer. Greta Hoxhaj replaced her, continuing the revealing format and also rising to fame.
While the station saw a viewership surge, backlash over objectification of women grew. Feminist groups remained largely silent, though some journalists condemned the tactic. Whether bold or inappropriate, Zjarr’s approach reignited debate over how far media will go for attention—and what it says about women’s roles on screen.