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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Father of Three Missing after the Baltimore Bridge Collapse
Tragedy struck on March 26, 2024, when a container ship collided with the Francis Scott Key Bridge in Baltimore, resulting in what the US Coast Guard classified as a major marine casualty. Among the presumed dead is Miguel Luna, a husband and father of three, who left for work on the bridge but never returned home. Gustavo Torres, Executive Director of CASA, expressed grief over the loss of Luna, a longtime member of their community,
María del Carmen Castellón, Luna’s wife, expressed devastation over the uncertainty surrounding his fate. Colleague Jesús Campos echoed the sentiment, emphasizing the human toll of the tragedy.
After more than 14 hours of search and rescue efforts, authorities suspended operations, leaving questions about additional victims unanswered. Two workers were rescued, one in serious condition, shedding light on the magnitude of the disaster. The collision occurred after the container vessel, DALI, experienced a total blackout, hindering its ability to navigate. Despite efforts by the ship’s pilot to avert disaster, the vessel struck the bridge. The National Transportation Safety Board (NTSB) initiated an investigation into the incident, with initial damage estimates exceeding $500,000. As the community mourns the loss of life and grapples with the aftermath, authorities seek to determine the cause of this tragic event.
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