Cesar Filho became one of the trusted men of Daniela Beyruti, “number three” daughter of Silvio Santos (1930-2024), within the SBT. The presenter frequently presents suggestions to raise the audience for all of the station’s programming, not just that of SBT Brasil — which has already been surpassed by Jornal da Band on Ibope.

According to sources from TV News behind the scenes, Filho maintains a good relationship with Daniela and also with the entire board. It was he who suggested, for example, the name of Tiago Leifert to reinforce the broadcaster’s sports broadcasts.

One of Filho’s main concerns is to make SBT Brasil more competitive. The station’s main news program currently suffers from the low ratings of Tá na Hora, which has already suffered several defeats to Brasil Urgente in Greater São Paulo.

The report contacted SBT to find out if Filho had any influence on the recent changes to the afternoon schedule. The broadcaster denies. The changes were proposed by the new programming director, Mauro Lissoni — who moved Fofocalizando earlier, between two Mexican soap operas. The professional, in fact, should make more changes soon.

Lissoni’s first mission is to avoid further defeats for the Band. He later wants the broadcaster to fight again with Record for second place, which is currently only achieved during the early hours of the morning or on weekends.

A Herculean mission, since only the rerun of The Rich Man and Lazarus –considered a fiasco in its original showing– managed to surpass all the soap operas shown by SBT. Or even worse, all the programs on the current schedule.

SBT Triumvirate

In addition to Filho, two other presenters frequently seek out or are approached by Daniela to talk about SBT’s strategy. Carlos Massa, the Mouse; e Celso Portiolliwhich managed to avoid a “bleed” of public and advertising with the end of the Eliana Program (2009-2024).

Another professional with a lot of influence with the vice-president is Fernando Justus Fischer. He is currently director of Commercial Operations and Market Intelligence.

Daniela was also very interested in the ideas presented by Lucas Gentil, who is currently the Center manager. He is responsible for advising the current management on artistic issues.

How the TV News had already revealedthere is still the figure of coach Paulo Vieira in the corridors. Silvio Santos’ “number three” daughter recently hired his company, Febracis, for a partnership with “various personal and professional training.”