Albanian TV station Zjarr sparked controversy in 2016 by featuring braless news anchors to boost ratings. The decision, made in a conservative society, was defended by the station’s owner as a symbolic gesture for media transparency, with the nudity representing the “naked truth.” While the bold format increased viewership, it also drew criticism for exploiting women’s bodies, with some accusing the station of sexism.
The star anchor, Enki Bracaj, rose to fame with her revealing outfits but left after accepting a Playboy modeling gig, which was seen as too far for the station. Her replacement, Greta Hoxhaj, also gained fame using the same controversial approach. Despite the station’s success, the tactic was divisive, with some criticizing it as a gimmick, while feminist groups and journalists were largely silent on the issue.
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