Pablo Marçal, the Brazilian entrepreneur and coach who recently made waves as a political candidate, has set the stage for his next venture by announcing his new role as the host of the popular SBT program, Casos de Família. This transition marks his entry as the latest prominent figure to join the ranks of Brazilian media, particularly as SBT looks to rejuvenate its programming strategy for 2025.
Marçal shared his excitement on social media with a video posted on December 14, 2024, depicting his arrival at the SBT studios. Sporting light-hearted commentary, he jokingly referred to it as his "first day of CLT at SBT"—a nod to Brazil's labor laws, where CLT (Consolidação das Leis do Trabalho) governs employment contracts. The video showcased Marçal stepping off a helicopter, being made up, and even engaging with staff as he prepared to shoot his inaugural scenes.
Despite strong speculation pointing toward Casos de Família—a long-standing show known for addressing familial disputes and relationships—as his new undertaking, Marçal himself playfully posed the question on Instagram: "Qual o nome do meu programa no SBT?" (What is the name of my program at SBT?). This stirred curiosity among his followers and media alike, hinting at potential changes or rebranding for the show's revival.
According to media sources, SBT's decision to bring Marçal on board is data-driven rather than politically motivated. His impressive track record includes drawing large audiences during previous broadcasts, with record ratings on programs such as Roda Viva, É Notícia, and during political debates. These insights suggest why the network is inclined to take this calculated risk by leveraging Marçal's popularity.
Marçal emerged from the political arena with considerable recognition, having received 1.7 million votes during his run for the São Paulo mayoralty under the PRTB banner. Notably, during the heated elections, he found himself at the center of public drama when he was involved in a physical incident with José Luiz Datena, another media figure who has recently taken on the role of host for Tá na Hora on SBT.
With the programming tweaks anticipated for SBT, Marçal's Casos de Família will be positioned to air at 4 PM, leading up to Datena's show, creating potential ratings competition or synergy between the two. SBT's programming director, Mauro Lissoni, who has been steering the network since taking office, is evidently excited about Marçal's capabilities to boost viewer engagement. The channel has also seen successful sponsorships lining up for the program, including notable backing from the well-known retailer Havan.
The original format of Casos de Família saw daily discussions among everyday people, with professional assistance from psychologists present to help mediate conflicts. Its storied history, combined with Marçal's influence on social media, positions the revival of this show as one of SBT's key strategies to attract viewers who might otherwise engage with competing networks.
Despite all the excitement, the network has not officially confirmed the finalized details surrounding Marçal's contract or the new show's format. Reports indicate testing for the revived Casos de Família is set for December 15, 2024, giving audiences something to look forward to as 2024 draws to a close.
On the personal front, Marçal continues to maintain friendly relations with Datena, even after their past altercations. He has publicly wished Datena success with his new venture, signaling readiness to move beyond their debatable past, which has largely become anecdotal within their shared media circles.
With such anticipatory buzz surrounding Marçal's debut and the strategic planning of SBT, observers are eager to see how this former political contender will usher the iconic Casos de Família back to the forefront of Brazilian television, potentially reshaping the fabric of afternoon entertainment.
