Faced with stiff competition for audience attention, an Albanian television channel has adopted an unconventional approach to delivering the “naked truth.” Zjarr TV, a station in the conservative Balkan country, features young women reading the news in open jackets with nothing underneath—a sight that has captivated viewers since its introduction last year.
The channel’s strategy has paid off, with its audience steadily growing. By presenting news boldly and symbolically, the channel aims to stand out in a media landscape often accused of being manipulated by political powers. This approach has been described as both a publicity move and a way to present 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 tactics are not entirely unique. In Venezuela, a news website presenter stripped naked to celebrate her country’s football successes during the Copa America championships. However, the approach has caused a significant stir in Albania, a traditional society with a largely Muslim population. Social media has been rife with criticism, with some labelling the move as “outrageous” or “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 landscape continues to evolve amidst declining viewership for traditional outlets, and Zjarr TV’s audacious strategy exemplifies how channels are experimenting with new ways to capture attention. Whether this bold move becomes a lasting trend or a fleeting gimmick remains to be seen.
