Faced with stiff competition for audience attention, an Albanian television channel has turned heads with its use of topless news presenters. Zjarr TV, based in the conservative Balkan country, features young women reading the news in open jackets with nothing underneath. This bold format has captivated viewers since it launched last year.
The channel’s strategy has paid off, with its audience steadily growing. The channel presents news boldly and symbolically to stand out in a media landscape often accused of political manipulation. Critics describe this approach as a publicity stunt and a method of delivering unfiltered news.
One of the channel’s breakout stars, 24-year-old presenter Greta Hoxhaj, credits her newfound fame to this daring format. After five years of unnoticed work in local television, Hoxhaj’s stint at Zjarr TV transformed her into a household name in just three months. Known for delivering news in a revealing jacket, Hoxhaj maintains that her provocative style is reserved strictly for the screen. Off-camera, she is a law and psychology student, leading a life much like any other woman her age.
Her fame has opened doors, including a lucrative job offer from an Australian TV channel set to launch in Sydney. The proposed role, which involves topless news presentation, comes with a salary of 3,000 euros per week. Hoxhaj, still weighing her options, has not yet decided on the opportunity.
The format was pioneered at Zjarr TV by Enki Bracaj, a 21-year-old student whose bare bulletins became viral sensations across the Balkans. Though Bracaj left the channel reportedly due to salary disputes, her stint catapulted her career, leading to a modelling job at a fashion magazine.
Zjarr TV’s use of topless news presenters isn’t entirely unprecedented. In Venezuela, a news website host once stripped naked to celebrate her country’s football win during the Copa America championships. However, this approach has sparked significant controversy in Albania, a traditionally conservative society with a predominantly Muslim population. Social media has been buzzing with criticism, with many calling the move “outrageous” or even “sexist.”
Despite the backlash, Hoxhaj remains unfazed, emphasizing her courage to take the role and revel in her newfound stardom. While Zjarr TV has not faced significant pushback from feminist groups or journalist associations, some media experts argue that such tactics fail to address traditional news outlets’ larger challenges in retaining audiences and revenues.
Albania’s media is changing fast. Traditional channels are losing viewers. Zjarr TV is trying something bold. Their strategy is grabbing attention. Other channels may follow. Time will tell whether this bold move sets a lasting trend or fades as a fleeting gimmick.
