There are many ways to grab attention, but the Albanian TV station Zjarr takes it to a whole new level.

A few years ago, their decision to feature braless news anchors stirred up emotions — and to this day, people are still debating whether it was bold and innovative or simply crossing the line.

In an era where women have fought hard for equality in the workplace, respect for their dignity, and an end to being objectified in the media, an Albanian news program reignited the controversy with a stunningly bold choice.

Back in 2016, TV channel ZJARR garnered headlines by using a provocative format — featuring scantily clad anchors — to attract viewers and boost ratings.

The TV presenters wore open jackets with nothing underneath while delivering the latest news. It sparked a significant buzz in Albania, a small and conservative country in the Balkans, Europe.

According to the TV station’s owner, the approach was a success — and perhaps even a necessity, considering Albania’s history.

For 40 years, the country was held hostage by Enver Hoxha, a notorious communist dictator who ruled from 1944 until his death in 1985. His regime was defined by strict censorship, civil oppression, and an atmosphere of social mistrust.

”In Albania, where the news is manipulated by political powers, the audience needed a medium that would present the information like it is – naked,” Zjarr TV owner Ismet Drishti told AFP in 2016.