In a bold and controversial strategy to attract viewers, Albanian television station Zjarr decided to hire a young journalist to deliver the news without a bra. This unconventional move immediately sparked interest and heated debates.
The approach challenged conservative norms in a country where about 60% of the population identifies as Muslim, leading to a massive wave of social media reactions, both from Albania and internationally.
Despite the divided opinions, the strategy turned out to be highly effective in drawing attention to the channel.
Zjarr TV’s owner, Ismet Drishti, explained to AFP that the channel’s unique presentation of the “naked truth” resonated with viewers in a political landscape often perceived as being controlled and manipulated.
“We’re not selling sex; we’re sharing the news as it is,” said Drishti, highlighting that the decision to go braless was intended as a symbol of openness and transparency in delivering the news.
This daring approach was first introduced in 2016, with 21-year-old Enki Bracaj as the anchor. Enki’s bold appearance quickly gained her widespread attention and made her a media sensation almost overnight.
A spokesperson for Zjarr TV acknowledged the unconventional nature of the style but pointed out that it hadn’t harmed the station’s ratings—in fact, it seemed to have the opposite effect.
“It was Enki’s idea,” they explained, adding that Enki first appeared for her interview wearing an open blouse, which ultimately sparked the concept for the new format.
