The King of TV - 1 ª Season

Beloved TV presenter Silvio Santos loses his voice during a live broadcast. His team at the SBT channel propose to have him replaced by the young and popular Gugu Liberato, but Santos is reluctant. In 1945, a young Santos turned to streethawking to alleviate a difficult financial situation.

Silvio Santos seeks refuge from the media circus that has exploded since news of his illness; his wife, Iris, insists that they seek treatment in the United States. Meanwhile, in 1958, Silvio throws all of his energy and Cidinha's savings into "Baú da Felicidade", his friend and boss' business that Silvio believes is his ticket to a better life.

In the United States, Silvio Santos discovers that he will have to undergo a risky surgery to repair the throat ailment that is affecting his voice and threatening to bring an end to his career as a TV presenter on SBT. Meanwhile, in Brazil, Gugu is probed by rival channel Rede Globo. In 1963, Silvio puts the success of Baú da Felicidade at risk when he decides to run a television program on Sundays to sell his own products.

In Miami, Silvio Santos becomes friends with his driver, Hector. At SBT, the network begins making plans to have Gugu take over the Sunday program in a bid to avoid bankruptcy, but they still have to notify Santos. In 1970, Santos wins an important award, but the recognition makes him see that to continue growing he must set his own course.

SBT's maneuvering behind Santos' back leaves him furious. In 1971, believing that he will soon be fired, Santos begins to imagine a life and career away from Rede Globo, and considers a partnership with Roberto Marinho. But his home life, and things with his wife Cidinha, is not going well.