Portuguese 
English 
Spanish 
3 min of reading 
5 comments 
Crise no SBT! Channel Fires Employees and Gifts Former Collaborators with Flowers and a Letter. The Controversial Measure, Part of a Restructuring, Sparked Intense Debates and Canceled Traditional Programs. What Will Be the Future of the Channel?
In Brazilian television, major twists often happen in front of the cameras, but recently a significant event shook the backstage of SBT.
On last Thursday (14), the channel announced a mass resignation of approximately 200 employees, just before the Republic Proclamation holiday.
What caught attention, however, was not only the high number of dismissals, but the unusual gesture that accompanied the layoffs: each former employee received a letter of thanks and a bouquet of flowers.
-
Petrobras sends a message to Brazilian truck drivers after fuel collapse and reveals plan to have 100% domestic diesel.
-
Mothers and daughters come together, create an ‘express’ beauty salon and turn the idea into a network with 21 units, revenue of R$ 16.7 million and 12,000 subscribers.
-
End of the 6×1 schedule: how the reduction of hours can affect service companies, industry, and agribusiness.
-
Brazil Ignores Trump’s threats to BRICS, Buys 42 tons of gold and reduces the Dollar’s share by 6.45% in international reserves.
The Layoffs and the Company’s Message
According to information from columnist Flávio Ricco, from the portal “Leo Dias”, the channel justified the decision as part of a necessary restructuring for the sustainability of the business.
The letter delivered to former collaborators acknowledged the impact of the measure and highlighted the importance of each employee in the history of SBT and Brazilian television.
The text emphasized the need to adapt to the new market realities, stating: “These changes are not easy, but unfortunately they are necessary. We thank you from the bottom of our hearts for all this history built with your collaboration”, declared the channel’s management in the farewell message.
Despite the grateful tone, the decision divided opinions. Many interpreted the gesture as an attempt to soften the dissatisfaction of those laid off.
Impact on SBT’s Operations
In addition to the layoffs, SBT also announced the cancellation of the news program “SBT News”, presented by Marcelo Casagrande.
During its final edition, the presenter said an emotional farewell, stating: “To you at home, thank you so much! It was very good. We’ll see each other next time”.
The cancellation of the program reflects the transitional phase that the channel is undergoing.
In search of revitalization, SBT’s management is now being led by Daniela Beyruti, daughter of Silvio Santos, who has been implementing new strategies with the support of Fernando Justus Fischer as COO, and Marcello Sassatani as CFO.
Restructuring and Audience Challenges
In recent years, SBT has faced challenges in maintaining its audience and competitiveness.
The channel, known for long-running programs such as “Chaves” and “A Praça é Nossa”, has faced drastic changes in television content consumption, especially with the rise of streaming and social media.
The hiring of Fischer and Sassatani demonstrates a bet on experienced leadership to reorganize the financial and strategic landscape of the channel.
Even so, the challenges are immense. With a more competitive advertising market and a public that is increasingly dispersed, restructuring a traditional network requires courage and innovation.
S symbolic Gestures and Public Reception
The delivery of flowers divided opinions, both inside and outside the network.
Some considered the gesture a respectful attitude, while others criticized the apparent contradiction between the delicacy of the gift and the harshness of the layoffs.
On social media, the episode sparked intense debates, with former employees and viewers commenting on the situation.
SBT, for its part, chose to maintain discretion and did not publicly comment on the case, aside from what was already expressed in the letter.
The Future of SBT
With this restructuring, the channel signals that it is willing to take drastic measures to adapt to the current landscape.
However, it remains to be seen whether such decisions will result in a significant recovery. In the meantime, many wonder how the remaining team will face the changes and what the impact will be on the channel’s programming.
Will SBT be able to reverse its situation and regain its audience, or will these changes be just the beginning of more challenges?
Será que isso e verdade?
Daniela CORRETISSIMA
O SBT e sua direção se tornaram bolsonaristas, adoradores dos inimigos de Deus..uma é uma ****…ainda há tempo de se arrependerem..