In a bid to boost viewership, Albanian TV station Zjarr made headlines with an unconventional approach: hiring young journalist Enki Bracaj, who delivered news segments without wearing a bra. Albania, a traditionally conservative Balkan nation where about 60% of the population identifies as Muslim, reacted strongly to the station’s choice, sparking heated debates and garnering widespread attention on social media.
Despite the initial backlash, Zjarr’s strategy proved remarkably successful. “In Albania, where political influence often manipulates the news, viewers were ready for a medium that delivered information ‘naked’—both literally and symbolically,” explained Zjarr TV owner Ismet Drishti in a 2016 interview with AFP.
Drishti emphasized that the presentation aimed not at sensationalism but at promoting transparency in news reporting. “We aren’t selling sex; we’re presenting the news as it is. This approach is both symbolic and effective for publicity.”
Enki Bracaj, then 21, quickly became a local celebrity after joining Zjarr in 2016. She explained that the idea to present braless was her own, inspired by her decision to wear an open blouse to her job interview.
“In this competitive industry, I just found a way to stand out,” Enki said, noting that her family was supportive of her choice. “To succeed, I knew I had to be bold and offer something different.”
When Enki eventually left Zjarr, rumors circulated that salary disputes were to blame, but the station felt she overstepped when she took a modeling opportunity with Playboy.
Her successor, 24-year-old Greta Hoxhaj, followed a similar style in her on-air presentation. “I worked in local television for five years with little recognition,” Hoxhaj said. “In just three months at Zjarr, I became a star.” She noted that her appearance on air was far more provocative than her everyday style.
Videos of these Albanian news anchors have since gone viral, igniting debate. While some viewers support their choice of dress, others argue that media outlets should prioritize professionalism and respect.
“Too many women on TV have necklines that are way too low,” one viewer commented. Another added, “It’s disheartening to see such tactics used just to gain screen time.”
Despite the criticism, Hoxhaj remains unfazed. “What matters is that I’m succeeding in my work and enjoying my newfound fame. I have a beautiful life filled with love,” she shared.
What do you think about this approach to news broadcasting?
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Gordon Ramsay shares important message after potentially fatal accident
Gordon Ramsay is thankful to be alive, and he credits not only all the doctors, nurses, and staff at a Connecticut hospital who took care of him, but also the helmet which he says saved his life.
Over the Father’s Day weekend, the celebrity chef took to social media to share a scary story with his fans. Even a week after the accident, it still had Ramsay shaken up.
“This week I had a really bad accident while riding my bike in Connecticut,” he wrote. “I’m doing ok and did not break any bones or suffer any major injuries but I am a bit bruised up looking like a purple potato.”
Ramsay, who is an avid cycler, explained the importance of wearing a helmet no matter how “short the journey is” or the fact that helmets cost money because they’re “crucial.”
“I’m lucky to be standing here. I’m in pain. It’s been a brutal week, and I’m sort of getting through it,” Ramsay said as he lifted his shirt to reveal a massive bruise.The Hell’s Kitchen star also included before and after photos from his accident.
I’m so glad Gordon Ramsay is okay. Seeing his bruise and the aftermath of his helmet is an excellent reminder of the importance of making sure you always wear a helmet no matter what!
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