The Sistema Brasileiro de Televisão (SBT) is undergoing significant transformations under the leadership of its new CEO, Daniela Beyruti. Following the death of her father, Silvio Santos, who was a prominent figure in Brazilian broadcasting, Beyruti has ambitious plans to redefine the network's identity and expand its entertainment offerings.
In an exclusive interview with Meio & Mensagem, Beyruti outlined her vision for SBT, which includes the creation of a theme park and a cruise ship experience. "We want to expand our performance in entertainment, maybe with a theme park, with activations in malls, to take experience to people. We are talking about having the SBT Ship, taking advantage of the cruise wave," she stated, emphasizing the network's commitment to bringing joy and engagement to its audience.
Beyruti, who officially took over the reins of SBT last year, has been instrumental in steering the network towards innovative projects. She noted, "I have a bit of Disney syndrome. At some point, we can get to have something similar. The SBT already has this link, this empathy with the Brazilian. The hardest part has already been done, much by merit of my father, who had a genuine relationship with the public. The idea is to expand." This sentiment reflects her desire to build on the legacy of Silvio Santos, who was revered for his connection with viewers.
In addition to the theme park and cruise ship plans, Beyruti revealed that SBT is collaborating with renowned producer Boninho on new programming initiatives. Among these is the highly anticipated "The Voice Brasil," which is set to premiere later this year, hosted by Tiago Leifert. Beyruti described the production as being "done with four hands, by Boninho, SBT, Disney, and Formatta," showcasing a collaborative effort to enhance the quality of SBT's offerings.
Moreover, Beyruti teased a new confinement reality show, acknowledging the popularity of such formats among audiences. She mentioned, "Our other reality, which will be a novelty, will be a confinement project, because people like the format." The timing of this new reality show is strategic, aiming for a release between the conclusion of Globo's "Big Brother Brasil" and the start of Record's "A Fazenda." Beyruti expressed caution regarding the risks associated with reality shows, stating, "A reality brings a very high risk. That's why I thought that if we were going to do any reality, it would have to be with someone who already has a lot of knowledge and experience in the subject, like Boninho, because the risk of not working is lower."
However, not all developments at SBT have been positive. On April 15, 2025, Juliana Oliveira, a former stage assistant on "The Noite," publicly accused presenter Otávio Mesquita of sexual misconduct during a 2016 recording. In a heartfelt video posted on her Instagram, Oliveira detailed the incident, stating, "I pushed him away, but he didn't stop. When it was time to record, he came with both hands on my butt and my chest. That was violence. It was not consented. My discomfort is evident in the video."
Oliveira claimed that after reporting the incident to both Danilo Gentili, the host of "The Noite," and her director, Mesquita was subsequently barred from future interviews. She expressed frustration over the internal handling of her complaint, asserting, "They saw the gravity; they saw how my head was, how my mental health was." Despite her efforts to seek justice, Oliveira was dismissed from SBT in February 2025, leading her to pursue legal action against Mesquita.
In light of these serious allegations, SBT is also restructuring its programming. The network is moving "The Noite" to an earlier time slot at 23:30 (11:30 PM) on Mondays, following Oliveira's departure. This adjustment is part of SBT's broader strategy to regain its position as a leading entertainment provider in Brazil, particularly as it competes with other networks.
As SBT navigates these challenges, Beyruti remains focused on her vision for the future. She believes that the network's rich history and connection with audiences will be pivotal in its evolution. "The hardest part has already been done, much by merit of my father, who had a genuine relationship with the public. The idea is to expand," she reiterated, showcasing her commitment to honoring her father's legacy while also pushing for innovation and growth.
With new projects on the horizon and a commitment to addressing past grievances, SBT is poised for a transformative year. Beyruti's leadership will be crucial as the network seeks to balance its traditional roots with modern entertainment demands, ensuring that it remains relevant and beloved by viewers across Brazil.
