Ismet Drishti, the station’s owner, described the decision as symbolic, emphasizing the channel’s goal of providing unvarnished information by presenting news “naked.”
“The audience needed a medium that would present the information like it is – naked,” Drishti told AFP in 2016, referring to Albania, where political authorities control the news.
Drishti also emphasized Albania’s history of media restriction throughout Enver Hoxha’s four decades in power, which were characterized by persecution and limited freedom.
Zjarr believed that their unconventional presenting style was justifiable since Drishti believed that Albania required an open and truthful approach to news. Enki Bracaj, 21, was one of the most well-known anchors in Zjarr’s early days.
Her distinct appearance and sense of style drew many viewers. Bracaj, a PR student at the time, chose to keep her top unbuttoned during her audition in order to create a lasting impression.
Her audacious strategy worked off, and she soon rose to prominence as one of the channel’s most recognizable personalities.
