José Luiz Datena, a prominent Brazilian television presenter, has made headlines recently following his unexpected resignation from SBT, the network owned by the late Silvio Santos. Just days after announcing his departure live on air, Datena opened up about his decision during an appearance on RedeTV!'s program 'A Tarde É Sua' on May 9, 2025.
Datena's resignation came after a brief five-month stint at SBT, where he hosted the show 'Tá na Hora.' He explained that his decision was influenced by impending changes to the network's programming that he was not in favor of. "I was in doubt about the changes," he admitted, revealing that he had been informed of a planned reformulation of the programming that did not sit well with him.
Reflecting on his time at SBT, Datena expressed gratitude towards the network and its executives, particularly Daniela Beyruti, the president of SBT, and Iris Abravanel, Silvio Santos's widow. "I only have thanks to SBT for having been there. I wanted to thank Daniela Beyruti, who is a wonderful girl. She has the DNA of Silvio Santos. I hope she finds the path her father left behind; SBT is a network that is in my heart," he stated.
He elaborated on his feelings regarding the programming changes, saying, "It was a question of a change in life perspective. I realized that SBT might have new ideas, legal positions even for the schedule. But I don't like to mess with schedules -- the only schedule I like to mess with is to put criminals behind bars." This sentiment illustrated his desire for stability and clarity in his professional life.
Despite his relatively short tenure at SBT, Datena viewed his experience positively. He emphasized that his departure was not tumultuous, stating, "I think when I make a decision, I make a decision. I did not harm anyone. It was a case foreseen in my contract; I could leave whenever I wanted without paying a termination fine. I thought it was the right moment."
Datena's resignation was reportedly viewed by some within SBT as a dramatic move, especially after he was informed about the potential hiring of fellow presenter Luiz Bacci, who was expected to join the network with a new program that mixed police news with entertainment. Datena's unease about working alongside Bacci may have contributed to his decision to leave.
During the show, Datena also mentioned his age, stating, "I'm 67 years old, and I want to keep working for a long time. I thought it was time to take on a new opportunity in my career." His comments highlighted a desire for continued professional growth, even at this stage in his life.
As he embarks on this new chapter with RedeTV!, Datena expressed excitement about his future projects, hinting that the timing and specifics of his new program are still being finalized. "I loved the invitation from RedeTV!. I will debut soon; the time has not yet been defined, but they will decide the time," he teased, leaving viewers eager for more details.
In summary, José Luiz Datena's departure from SBT marks a significant shift in his career, driven by a mix of personal reflections and professional aspirations. As he transitions to his new role at RedeTV!, he carries with him fond memories of his brief yet impactful time at SBT, underscoring the complexities of navigating the television industry.
