The approach challenged conservative norms in a country where about 60% of the population identifies as Muslim, leading to a massive wave of social media reactions, both from Albania and internationally.
Despite the divided opinions, the strategy turned out to be highly effective in drawing attention to the channel.
This daring approach was first introduced in 2016, with 21-year-old Enki Bracaj as the anchor. Enki’s bold appearance quickly gained her widespread attention and made her a media sensation almost overnight.
A spokesperson for Zjarr TV acknowledged the unconventional nature of the style but pointed out that it hadn’t harmed the station’s ratings—in fact, it seemed to have the opposite effect.
Her successor, 24-year-old Greta Hoxhaj, carried on the trend. In an interview with AFP, Greta shared how the new style helped her gain immediate recognition and catapulted her into the limelight.
After spending five unnoticed years on local television, Greta finally experienced the fame she had been longing for, and she embraced her new role wholeheartedly.
At the same time, other viewers came to the anchors’ defense, dismissing the criticisms as unnecessary and irrelevant.
She expressed her contentment with her career and the attention it has brought her, sharing that she’s “living a beautiful life filled with love.”
One person commented: “This is quite unprofessional in my own opinion,”
Another added: “Could be a comfort choice or a fashion statement,”
Yet another remarked: “This doesn’t make sense to me,”, while a fourth chimed in: “It’s meant to boost viewership ratings…”
What’s your take on this unconventional and provocative approach to broadcasting the news?
